The global fast-food chain has taken down a holiday commercial made via generative AI after encountering significant public disapproval.
The brief spot was developed using generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Following its publication, audiences online denounced the employment of AI in the advert. Many described it as "uncanny" and "poorly edited".
"This moment serves as an valuable learning as we examine the effective use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that incorporate AI tools have become a increasing trend among prominent corporations, notably for the holiday period.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Technical Challenges: Because clips produced using generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the creative sector, with some commenters stating it might reduce opportunities for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a 61% "positive feedback" from online commenters.
However, other businesses have likewise faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The incident underscores the evolving conversation within the marketing and production industries about the balance between AI efficiency and audience reception.