The global fast-food chain has pulled a Christmas advert produced via Artificial Intelligence following encountering widespread public disapproval.
The short ad was created using generative AI clips and was first published online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online criticized the use of AI in the commercial. Several labeled it "uncanny" and "jarringly assembled".
"This moment serves as an valuable learning as we examine the effective utilization of AI," stated a statement from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong over the festive season, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have become a rising phenomenon among prominent companies, notably for the holiday period.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: As clips produced using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the advertising sector, with some observers noting it might reduce work for actors.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have likewise faced backlash for using AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The incident illustrates the ongoing discussion within the advertising and creative sectors about the balance between technological innovation and audience reception.
