The global fast-food chain has removed a holiday commercial made via Artificial Intelligence after facing widespread public disapproval.
The brief ad was created via generative AI clips and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the advert. Several labeled it "creepy" and "poorly edited".
"This incident is an key lesson as we examine the appropriate use of generative technology," said a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that often go badly during the festive season, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have emerged as a rising trend among major companies, notably for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: As segments created with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the advertising sector, with some critics noting it could negatively impact opportunities for production staff.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an experiment," she commented. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a significant "positive feedback" from the public.
However, various brands have also received criticism for employing AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The episode highlights the continuing debate within the marketing and production sectors about the balance between technological innovation and creative integrity.
