McDonald's has removed a holiday advert made via generative AI after receiving considerable online backlash.
The brief film was created using AI video tools and was first published publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters lambasted the employment of AI in the film. Several described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an valuable learning as we explore the effective utilization of AI," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that often go badly during the holidays, using the theme "the worst time of the year".
The Movement of AI in Advertising
Campaigns that feature generative AI have become a rising trend among major brands, especially for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-created holiday ads.
- Inherent Limitations: Since videos created with current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the creative industry, with some observers pointing out it might negatively impact opportunities for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the development required "seven weeks" and involved producing "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI trick," she commented. "The result was a film."
Mixed Public Reception
While the McDonald's ad was largely criticized, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise faced backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics called "lazy" and "disturbing".
The situation highlights the ongoing discussion within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
