The global fast-food chain has removed a Christmas commercial produced with generative AI following receiving significant online backlash.
The short film was produced with the help of AI-generated video and was first uploaded online for McDonald's Netherlands on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. Many described it as "uncanny" and "awkwardly stitched together".
"This experience represents an important lesson as we examine the proper utilization of Artificial Intelligence," commented a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly over the holidays, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that incorporate AI tools have emerged as a growing phenomenon among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-generated holiday ads.
- Technical Challenges: Since videos produced using current AI video tools are susceptible to distort the longer they run, most such clips tend to be only a few seconds in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the production industry, with some critics noting it might reduce opportunities for production staff.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, defended the project.
She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, various brands have likewise encountered criticism for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics called "cheap" and "uncanny".
The situation highlights the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
