The global fast-food chain has taken down a Christmas advert produced using AI following encountering considerable public disapproval.
The short ad was created with the help of generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Several labeled it "uncanny" and "jarringly assembled".
"This moment serves as an important lesson as we examine the appropriate use of generative technology," stated a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the Christmas break, under the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that include AI tools have emerged as a increasing trend among major corporations, notably for the holiday period.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Technical Challenges: As clips made using generative AI are prone to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about automation in the advertising sector, with some commenters pointing out it could affect opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, various brands have also received criticism for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The episode illustrates the continuing discussion within the advertising and production sectors about the balance between AI efficiency and audience reception.
