The global fast-food chain has removed a holiday advertisement created via generative AI after facing significant criticism on social media.
The short ad was developed with the help of AI video tools and was first published online for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, audiences online lambasted the use of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This moment represents an valuable learning as we explore the appropriate use of generative technology," commented a spokesperson from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that can go wrong during the holidays, using the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that include generative AI have emerged as a growing phenomenon among prominent brands, particularly for the Christmas period.
- Coca-Cola has similarly released consecutive AI-created holiday commercials.
- Technical Challenges: Because clips created using current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about automation in the advertising sector, with some observers noting it could affect work for actors.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This was not an AI trick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis received a 61% "favorable response" from the public.
However, various brands have also encountered criticism for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The situation underscores the ongoing debate within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
