The global fast-food chain has pulled a holiday commercial made with generative AI following facing considerable criticism on social media.
The brief ad was developed using AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the use of AI in the film. Several described it as "uncanny" and "poorly edited".
"This experience represents an key learning as we investigate the appropriate utilization of generative technology," said a spokesperson from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong during the Christmas break, under the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have become a rising trend among large corporations, particularly for the holiday season.
- Another beverage giant has also released consecutive AI-generated holiday commercials.
- Inherent Limitations: Because videos created using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the advertising sector, with some commenters stating it might negatively impact opportunities for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved producing "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, other businesses have likewise received scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The situation highlights the continuing conversation within the marketing and creative industries about the trade-off between technological innovation and audience reception.
