The global fast-food chain has removed a holiday commercial produced via Artificial Intelligence after encountering widespread online backlash.
The 45-second ad was produced via AI video tools and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the commercial. Many described it as "uncanny" and "jarringly assembled".
"This incident is an important lesson as we examine the effective use of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, using the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have emerged as a rising phenomenon among large corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: As videos produced using generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the production industry, with some critics pointing out it might reduce work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, several companies have also faced scrutiny for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The episode highlights the ongoing discussion within the marketing and production industries about the trade-off between AI efficiency and audience reception.
