McDonald's has removed a holiday commercial made via AI following encountering significant online backlash.
The 45-second spot was developed with the help of AI-generated video and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online denounced the employment of AI in the commercial. A number of called it "creepy" and "jarringly assembled".
"This incident represents an key lesson as we examine the effective application of AI," said a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly during the holidays, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include generative AI have become a rising phenomenon among prominent corporations, notably for the holiday season.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Inherent Limitations: As clips made with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production sector, with some critics stating it might affect work for actors.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, several companies have likewise encountered backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The incident highlights the evolving conversation within the marketing and production industries about the trade-off between new tools and audience reception.
