The global fast-food chain has taken down a Christmas advert created with generative AI following receiving significant public disapproval.
The 45-second ad was produced using AI video tools and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. A number of called it "creepy" and "awkwardly stitched together".
"This moment serves as an key learning as we investigate the proper application of generative technology," said a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry during the festive season, with the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that incorporate AI tools have emerged as a rising phenomenon among prominent brands, particularly for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: As videos produced with generative AI are prone to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the creative sector, with some critics pointing out it could negatively impact opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis garnered a 61% "favorable response" from viewers.
However, other businesses have likewise encountered backlash for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The incident highlights the ongoing conversation within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
