McDonald's has removed a holiday advertisement created with generative AI after encountering significant online backlash.
The short ad was developed with the help of AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This incident is an important lesson as we investigate the effective application of AI," commented a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry during the holidays, using the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a growing phenomenon among large companies, especially for the holiday period.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because videos made using current AI video tools are susceptible to degrade the longer they run, most such clips tend to be only short in length.
- Broader Implications: The ad also provoked fears about job displacement in the production sector, with some observers pointing out it might affect opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from the public.
However, several companies have likewise received backlash for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The episode highlights the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
