The global fast-food chain has taken down a holiday commercial produced with AI following receiving considerable online backlash.
The short spot was developed with the help of AI-generated video and was initially published online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media lambasted the employment of AI in the commercial. Several described it as "disturbing" and "poorly edited".
"This incident represents an valuable learning as we examine the proper use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that can go wrong over the holidays, using the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI-created content have become a rising trend among large companies, notably for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-created Christmas commercials.
- Inherent Limitations: Because clips made with generative AI are prone to distort the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also raised concerns about automation in the creative sector, with some commenters stating it could negatively impact work for actors.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, other businesses have also encountered backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The situation underscores the evolving conversation within the marketing and creative sectors about the trade-off between AI efficiency and audience reception.
