The global fast-food chain has taken down a Christmas commercial produced using generative AI after encountering significant online backlash.
The short spot was created with the help of AI video tools and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters lambasted the employment of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This moment represents an important learning as we examine the effective application of generative technology," stated a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that often go badly over the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include generative AI have emerged as a growing trend among major corporations, notably for the holiday period.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since videos produced using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the production sector, with some commenters noting it might negatively impact opportunities for actors.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development took "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a significant "favorable response" from the public.
However, various brands have also received criticism for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident underscores the ongoing discussion within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
