McDonald's has taken down a holiday advert created using AI after facing considerable public disapproval.
The brief ad was created via AI video tools and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the advert. A number of described it as "creepy" and "jarringly assembled".
"This experience is an key lesson as we explore the appropriate application of generative technology," stated a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong over the holidays, with the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate generative AI have emerged as a growing phenomenon among major corporations, particularly for the holiday period.
- Coca-Cola has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: As segments made using generative AI are more likely to degrade the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the advertising sector, with some commenters pointing out it might affect work for actors.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
According to her, the production process required "over a month and a half" and involved generating "countless iterations" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from online commenters.
However, several companies have also encountered criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The episode highlights the ongoing discussion within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
