The global fast-food chain has pulled a Christmas advert created via generative AI following receiving considerable online backlash.
The brief film was produced using AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the commercial. Many described it as "disturbing" and "jarringly assembled".
"This moment serves as an valuable lesson as we examine the appropriate utilization of AI," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that might go awry during the festive season, with the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that feature AI tools have become a rising phenomenon among major brands, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments produced with current AI video tools are susceptible to distort the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the creative industry, with some commenters stating it might negatively impact opportunities for production staff.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the creation required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an AI trick," she commented. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand according to analysis achieved a 61% "favorable response" from viewers.
However, several companies have likewise received criticism for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The situation illustrates the evolving debate within the marketing and creative sectors about the trade-off between technological innovation and creative integrity.
