The global fast-food chain has pulled a holiday advert made via generative AI following facing significant online backlash.
The short film was produced with the help of generative AI clips and was first published publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters criticized the employment of AI in the film. Many described it as "creepy" and "jarringly assembled".
"This experience represents an valuable lesson as we examine the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry during the Christmas break, with the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Commercials that incorporate AI-created content have emerged as a increasing trend among large corporations, especially for the Christmas period.
- Coca-Cola has also launched consecutive AI-created holiday commercials.
- Technical Challenges: Because videos made using current AI video tools are prone to degrade the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked worries about automation in the production sector, with some commenters noting it could reduce opportunities for camera crews.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a 61% "positive feedback" from online commenters.
However, several companies have likewise faced backlash for using the technique in marketing. Luxury brand Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The episode highlights the ongoing debate within the marketing and production industries about the trade-off between AI efficiency and audience reception.
