The global fast-food chain has removed a holiday advertisement made via generative AI after receiving widespread criticism on social media.
The short spot was produced with the help of AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the advert. A number of called it "creepy" and "jarringly assembled".
"This incident serves as an key learning as we examine the effective application of generative technology," commented a spokesperson from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry during the holidays, using the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI tools have become a increasing phenomenon among major brands, especially for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As segments created with current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be roughly short in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the advertising sector, with some critics pointing out it might reduce opportunities for production staff.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the development took "seven weeks" and involved generating "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis achieved a 61% "favorable response" from viewers.
However, various brands have likewise received backlash for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The episode highlights the ongoing discussion within the advertising and creative industries about the trade-off between new tools and human craftsmanship.
