The global fast-food chain has taken down a Christmas advertisement created via AI following encountering significant online backlash.
The short spot was developed using AI-generated video and was initially released online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online criticized the employment of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This moment serves as an important learning as we examine the proper utilization of generative technology," said a spokesperson from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various situations that might go awry over the Christmas break, under the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that include AI tools have emerged as a growing phenomenon among major companies, especially for the holiday period.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because clips created with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the production sector, with some observers pointing out it could reduce work for actors.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a significant "favorable response" from the public.
However, various brands have also faced backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode illustrates the evolving discussion within the marketing and production sectors about the balance between AI efficiency and creative integrity.
