The global fast-food chain has taken down a Christmas advertisement made via generative AI after receiving significant online backlash.
The short ad was produced via generative AI clips and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online denounced the employment of AI in the film. Several labeled it "creepy" and "poorly edited".
"This incident represents an valuable lesson as we examine the effective utilization of generative technology," stated a representative from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that often go badly during the holidays, with the tagline "the worst time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI tools have become a growing trend among major corporations, notably for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: As videos made with current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the advertising industry, with some critics noting it might reduce work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the creation took "over a month and a half" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, various brands have also received scrutiny for using AI in marketing. Italian brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The incident illustrates the continuing debate within the marketing and production sectors about the trade-off between AI efficiency and creative integrity.
