The global fast-food chain has removed a holiday advert made using AI following receiving considerable online backlash.
The short spot was developed via generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Following its publication, audiences online lambasted the implementation of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This experience represents an key learning as we examine the proper utilization of generative technology," stated a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly during the Christmas break, using the theme "the worst time of the year".
The Trend of AI in Advertising
Campaigns that include AI-created content have become a rising phenomenon among large companies, notably for the Christmas period.
- Another beverage giant has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: Because videos produced with generative AI are more likely to become unstable the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The ad also provoked fears about automation in the production industry, with some observers pointing out it could affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a significant "favorable response" from the public.
However, several companies have likewise faced scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation highlights the continuing conversation within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
