The global fast-food chain has taken down a Christmas advertisement produced via AI following receiving widespread online backlash.
The short ad was produced using generative AI clips and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, audiences online lambasted the employment of AI in the commercial. Several labeled it "creepy" and "awkwardly stitched together".
"This incident is an important learning as we examine the appropriate application of generative technology," commented a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong over the Christmas break, with the theme "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that feature AI-created content have emerged as a rising phenomenon among prominent companies, especially for the holiday period.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Inherent Limitations: As clips produced with generative AI are prone to degrade the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised worries about automation in the advertising industry, with some commenters stating it might negatively impact work for actors.
Defense from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This wasn't just an AI trick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a significant "positive feedback" from online commenters.
However, various brands have also faced scrutiny for employing AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the ongoing debate within the marketing and creative sectors about the balance between technological innovation and human craftsmanship.
