The global fast-food chain has removed a Christmas commercial created via generative AI following receiving considerable online backlash.
The brief film was produced with the help of generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the commercial. A number of described it as "creepy" and "jarringly assembled".
"This incident represents an valuable learning as we examine the effective application of AI," stated a spokesperson from the company.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that often go badly over the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature AI tools have become a increasing trend among prominent brands, especially for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-created Christmas ads.
- Technical Challenges: As clips created with current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the production sector, with some critics stating it might negatively impact work for actors.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the development required "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI trick," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis received a 61% "favorable response" from viewers.
However, several companies have also encountered scrutiny for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The incident underscores the evolving conversation within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
