The global fast-food chain has taken down a holiday advert made with AI after encountering considerable online backlash.
The 45-second spot was developed with the help of AI-generated video and was originally released publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the film. A number of labeled it "creepy" and "poorly edited".
"This moment is an important lesson as we explore the effective application of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various things that might go awry during the festive season, with the slogan "the worst time of the year".
The Trend of AI Commercials
Campaigns that feature AI-created content have become a increasing phenomenon among prominent brands, particularly for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-created holiday ads.
- Inherent Limitations: Because clips made with current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the production sector, with some observers noting it could negatively impact work for actors.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
She stated, the production process took "over a month and a half" and involved generating "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, various brands have also encountered backlash for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The incident underscores the ongoing conversation within the marketing and production sectors about the balance between new tools and human craftsmanship.
