The global fast-food chain has removed a holiday advertisement created with Artificial Intelligence following receiving significant online backlash.
The short ad was developed with the help of AI-generated video and was originally published online for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters denounced the employment of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an valuable learning as we explore the proper utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that might go awry over the holidays, under the tagline "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that feature AI tools have emerged as a rising trend among large brands, particularly for the holiday season.
- Another beverage giant has also released back-to-back AI-created Christmas ads.
- Inherent Limitations: As videos created with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The video also sparked worries about job displacement in the creative sector, with some observers noting it could reduce work for actors.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the production process took "seven weeks" and involved producing "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly received a 61% "positive feedback" from viewers.
However, various brands have likewise faced backlash for using AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The situation illustrates the ongoing discussion within the marketing and production industries about the balance between new tools and creative integrity.
