The global fast-food chain has pulled a holiday commercial made via Artificial Intelligence after facing significant online backlash.
The 45-second ad was created via generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, audiences online denounced the employment of AI in the film. Several labeled it "uncanny" and "jarringly assembled".
"This incident is an important learning as we explore the effective utilization of generative technology," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly during the Christmas break, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include AI-created content have emerged as a increasing phenomenon among prominent corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday commercials.
- Inherent Limitations: As clips produced using generative AI are prone to degrade the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the advertising industry, with some commenters stating it might affect opportunities for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an experiment," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, various brands have likewise encountered backlash for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The incident underscores the continuing discussion within the advertising and production industries about the balance between new tools and creative integrity.
