The global fast-food chain has pulled a holiday advertisement made via Artificial Intelligence following receiving considerable public disapproval.
The brief ad was produced with the help of AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the advert. Several described it as "disturbing" and "jarringly assembled".
"This moment represents an important learning as we examine the proper use of generative technology," commented a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Adverts that feature AI-created content have emerged as a increasing trend among prominent companies, especially for the Christmas period.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Technical Challenges: Since videos made with current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also sparked concerns about automation in the advertising industry, with some critics pointing out it could reduce work for actors.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation required "seven weeks" and involved creating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "favorable response" from online commenters.
However, various brands have likewise received criticism for using AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The situation underscores the ongoing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.