McDonald's has taken down a holiday advertisement produced via generative AI after receiving widespread public disapproval.
The brief ad was produced via AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters lambasted the employment of AI in the advert. A number of labeled it "disturbing" and "poorly edited".
"This incident represents an important learning as we examine the proper application of generative technology," commented a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly during the Christmas break, under the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include AI tools have become a growing phenomenon among prominent brands, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: As clips created with generative AI are prone to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the production industry, with some critics pointing out it could reduce 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 production process required "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, various brands have likewise received scrutiny for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The episode highlights the continuing debate within the advertising and creative industries about the balance between new tools and human craftsmanship.
