The global fast-food chain has taken down a holiday commercial produced with generative AI after facing significant public disapproval.
The 45-second film was developed using AI video tools and was first published online for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the advert. Several called it "disturbing" and "jarringly assembled".
"This moment is an key learning as we investigate the proper utilization of Artificial Intelligence," commented a statement from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that might go awry during the Christmas break, under the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate AI tools have become a growing phenomenon among major brands, particularly for the holiday period.
- Coca-Cola has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: Since clips produced using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the advertising industry, with some observers stating it might affect opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have also encountered backlash for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The situation underscores the continuing discussion within the advertising and production sectors about the balance between new tools and audience reception.
