After the video was made private on the McDonald’s Netherlands YouTube channel, Melanie Bridge, chief executive of The Sweetshop, defended the ad.
As quoted in Futurism, externalHe said the production process took “seven weeks” where the team “barely slept” and “made thousands of takes – then shaped them in editing as we do on any high-craft production”.
“This was not an AI trick,” she said. “It was a movie.”
In a statement to BBC News, McDonald’s Netherlands said the video was intended to “reflect the stressful moments that occur during the holidays”, but the decision was made to remove the ad.
“This moment serves as an important learning as we explore the effective use of AI,” it said.
Where typically a high-profile Christmas campaign could take up to a year to complete, companies have begun to look to companies that can create films in a much shorter time, using signals from generative AI tools to create new video content.
It appears that Coca-Cola has been able to impress at least some of the general public with its second consecutive AI-generated Christmas ad.
While the use of AI to create advertising has been divisive, a report from analytics company Social Sprout found that it had a 61% “positive sentiment rating”., external From online commentators.
But many other businesses, such as Italian luxury fashion house Valentino, have come under criticism for using the technology in their campaigns, with critics calling Valentino’s advertising “cheap” and “lazy”.
BBC News has contacted The Sweatshop and TBWA\Neboko for comment.
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