The global fast-food chain has removed a Christmas advert produced with AI following facing significant online backlash.
The short spot was created via AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters lambasted the employment of AI in the film. A number of described it as "disturbing" and "awkwardly stitched together".
"This incident is an important learning as we examine the proper use of generative technology," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that might go awry during the holidays, under the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that feature generative AI have emerged as a growing phenomenon among major corporations, particularly for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As videos produced with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked fears about automation in the creative sector, with some critics noting it might negatively impact work for actors.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This was not an experiment," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received criticism for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The incident highlights the ongoing debate within the marketing and creative sectors about the trade-off between technological innovation and audience reception.
