The global fast-food chain has removed a holiday advert produced via Artificial Intelligence following encountering widespread criticism on social media.
The brief spot was produced with the help of generative AI clips and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, commenters denounced the employment of AI in the film. Many described it as "disturbing" and "jarringly assembled".
"This moment is an important learning as we explore the appropriate utilization of AI," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of things that might go awry during the festive season, with the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that include AI tools have become a growing trend among prominent corporations, particularly for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: Since clips made with generative AI are prone to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised fears about job displacement in the advertising industry, with some observers stating it could negatively impact work for actors.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from viewers.
However, various brands have also encountered criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The incident illustrates the ongoing discussion within the marketing and production industries about the trade-off between new tools and audience reception.
