McDonald's has removed a holiday advertisement made with AI after receiving significant public disapproval.
The short spot was produced via AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media criticized the use of AI in the film. Several labeled it "uncanny" and "poorly edited".
"This moment serves as an valuable learning as we investigate the appropriate use of AI," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly during the Christmas break, under the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature AI-created content have emerged as a growing phenomenon among prominent companies, particularly for the Christmas season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because videos produced using current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the production industry, with some critics pointing out it could affect work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the development took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise received scrutiny for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The episode highlights the continuing debate within the advertising and production sectors about the trade-off between new tools and human craftsmanship.
