McDonald's has removed a holiday advert made using AI following facing considerable public disapproval.
The brief film was developed with the help of generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters lambasted the use of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This moment is an valuable learning as we explore the proper application of generative technology," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong over the Christmas break, with the tagline "not the most wonderful time of the year".
The Trend of AI Commercials
Campaigns that feature generative AI have become a increasing phenomenon among major companies, notably for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because videos created using generative AI are prone to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised worries about automation in the advertising industry, with some observers stating it might negatively impact work for camera crews.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the development required "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis achieved a significant "positive feedback" from the public.
However, various brands have likewise encountered backlash for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The incident illustrates the continuing discussion within the marketing and production sectors about the balance between new tools and audience reception.
