The global fast-food chain has pulled a holiday advertisement made via generative AI following facing widespread online backlash.
The brief spot was developed via AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters denounced the use of AI in the film. A number of described it as "creepy" and "jarringly assembled".
"This moment is an important learning as we explore the appropriate application of generative technology," stated a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the holidays, using the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include AI-created content have become a rising phenomenon among large corporations, especially for the holiday season.
- Coca-Cola has also released consecutive AI-generated holiday commercials.
- Technical Challenges: Because videos created using generative AI are more likely to degrade the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the advertising industry, with some critics pointing out it might negatively impact work for production staff.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis received a significant "positive sentiment rating" from viewers.
However, other businesses have likewise received backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The situation illustrates the continuing discussion within the advertising and creative industries about the balance between AI efficiency and audience reception.
