The global fast-food chain has pulled a Christmas commercial produced using generative AI following encountering considerable online backlash.
The short spot was developed using AI-generated video and was initially published publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. Several called it "uncanny" and "poorly edited".
"This moment represents an key lesson as we examine the effective use of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong over the holidays, with the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature generative AI have emerged as a rising phenomenon among major corporations, notably for the Christmas period.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Inherent Limitations: As clips created with generative AI are more likely to degrade the more extended they are, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also provoked concerns about automation in the production industry, with some commenters noting it might negatively impact work for actors.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from the public.
However, various brands have likewise received scrutiny for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation highlights the ongoing discussion within the advertising and production industries about the trade-off between new tools and audience reception.
