The global fast-food chain has taken down a holiday advertisement made with Artificial Intelligence following receiving significant public disapproval.
The brief spot was developed with the help of generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the film. Several labeled it "uncanny" and "poorly edited".
"This experience represents an key learning as we examine the effective utilization of generative technology," said a representative from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the holidays, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a increasing trend among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Because clips made using current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the advertising industry, with some observers stating it might negatively impact opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI trick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly received a significant "positive feedback" from viewers.
However, various brands have also received criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The incident underscores the ongoing discussion within the marketing and creative industries about the balance between new tools and human craftsmanship.
