The global fast-food chain has removed a holiday advert made with Artificial Intelligence following facing considerable online backlash.
The short spot was created via AI-generated video and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This incident represents an important learning as we explore the proper use of AI," stated a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry over the holidays, with the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate generative AI have emerged as a increasing trend among major brands, particularly for the Christmas period.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: As videos produced using generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the advertising sector, with some critics stating it might reduce work for actors.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "seven weeks" and involved creating "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from viewers.
However, other businesses have likewise encountered backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident underscores the continuing conversation within the marketing and creative industries about the balance between technological innovation and audience reception.
