"McDonald's has taken down a Christmas advert made with Artificial Intelligence (AI) following online backlash. The 45-second advert was produced with generative AI clips and released publicly on McDonald's Netherlands YouTube channel on 6 December. Viewers on social media denounced the use of AI in the film, with one commenter calling it "the most god-awful ad I've seen this year"."
"The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. Adverts which include generative AI have become a growing trend among major brands, such as Coca-Cola, particularly for the Christmas season. The McDonald's advert depicted things that can go wrong during the Christmas break, using the slogan "the most terrible time of the year", and suggesting the time was better spent in the company of the fast food giant."
McDonald's Netherlands removed a 45-second Christmas advert made with generative AI after heavy online backlash. The advert, released on 6 December, used multiple AI-generated clips and was produced by Dutch agency TBWA\Neboko and US company The Sweetshop. The film depicted mishaps during the Christmas break with the slogan "the most terrible time of the year" and urged viewers to spend time with McDonald's. Viewers criticised uncanny characters, stitched-together clips and poor editing, calling it "creepy" and "poorly edited". Observers noted generative AI clips tend to last six to 10 seconds, requiring many edits. The campaign provoked concerns about job displacement, and The Sweetshop's chief executive said the production process took "seven weeks". McDonald's described the episode as "an important learning".
Read at www.bbc.com
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