The global fast-food chain has taken down a Christmas advertisement made via Artificial Intelligence after encountering considerable online backlash.
The 45-second ad was produced via AI video tools and was originally released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, commenters denounced the use of AI in the commercial. A number of labeled it "uncanny" and "awkwardly stitched together".
"This experience is an valuable lesson as we explore the proper use of generative technology," said a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature AI-created content have emerged as a growing phenomenon among major corporations, particularly for the Christmas period.
- Coca-Cola has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Since clips made with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also sparked worries about automation in the production industry, with some critics noting it might reduce opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation took "seven weeks" and involved creating "countless iterations" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "It was a film."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, various brands have likewise faced backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation underscores the continuing discussion within the marketing and production industries about the trade-off between new tools and creative integrity.
