McDonald's Takes Down Artificial Intelligence Holiday Commercial After Online Criticism.
McDonald's has taken down a holiday commercial produced with generative AI after receiving widespread criticism on social media.
The short ad was created with the help of AI-generated video and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Following its publication, commenters denounced the employment of AI in the film. A number of called it "disturbing" and "poorly edited".
"This moment is an key learning as we investigate the appropriate utilization of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly during the Christmas break, using the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have emerged as a rising phenomenon among prominent corporations, especially for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Since segments created using current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the advertising sector, with some commenters noting it could affect work for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "seven weeks" and involved creating "countless iterations" which were then edited in post-production "just as we would on any standard production".
"This wasn't an experiment," she commented. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from viewers.
However, other businesses have likewise encountered backlash for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The situation underscores the continuing discussion within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
