The global fast-food chain has pulled a holiday advert created with AI following encountering widespread online backlash.
The 45-second ad was created with the help of AI-generated video and was initially published publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the film. A number of called it "uncanny" and "poorly edited".
"This moment represents an important learning as we explore the effective application of generative technology," stated a spokesperson from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that might go awry during the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that incorporate generative AI have emerged as a increasing phenomenon among prominent corporations, especially for the Christmas period.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because clips created with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the advertising sector, with some commenters stating it could reduce work for production staff.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't just an experiment," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a significant "positive feedback" from online commenters.
However, other businesses have likewise encountered backlash for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the ongoing discussion within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
