McDonald's has removed a holiday advert created via generative AI following encountering considerable criticism on social media.
The 45-second ad was produced with the help of generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online denounced the use of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience is an key lesson as we explore the effective utilization of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that often go badly over the holidays, using the slogan "the most terrible time of the year".
The Movement of AI Commercials
Campaigns that include AI tools have emerged as a increasing trend among prominent brands, notably for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments made using current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about job displacement in the advertising sector, with some observers noting it could affect opportunities for actors.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a significant "positive feedback" from the public.
However, various brands have also received scrutiny for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The situation highlights the ongoing discussion within the marketing and production industries about the trade-off between AI efficiency and audience reception.