The global fast-food chain has pulled a holiday commercial produced with generative AI following facing widespread public disapproval.
The 45-second film was developed with the help of AI video tools and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This moment is an valuable lesson as we investigate the effective use of generative technology," stated a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry during the holidays, with the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI tools have emerged as a increasing trend among large companies, particularly for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Inherent Limitations: As videos created with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also sparked concerns about automation in the production industry, with some commenters noting it might reduce opportunities for actors.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have also received scrutiny for employing AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode highlights the ongoing discussion within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
