It appeared that no one was enjoying the situation. By using the links on our website to make a purchase, we may receive a commission from affiliates. The year hasn’t been favorable for Christmas campaigns created by artificial intelligence. Initially, Coca-Cola launched an unsatisfactory advertisement, followed by McDonald’s with ‘It’s the most terrible time of the year’, a supposedly funny commercial showcasing festive mishaps. However, the main issue arose from the blatant use of AI, resulting in such a strong negative reaction that the ad was withdrawn.
After facing criticism due to its disturbing visuals and unclear message, the McDonald’s Netherlands advertisement was promptly removed from YouTube. What caused such a strong backlash initially remains a question. According to Andrew Witts, Digital Marketing Strategist at Studio 36 Digital, this incident highlights the consequences of AI functioning without proper human supervision or an understanding of human emotions. Despite its potential for creativity and innovation, AI missed the mark in this instance. During a time when people seek happiness and connection, marketers strive to create a sense of warmth and resonance with their audience. Unfortunately, this ad conveyed a bleak rather than festive tone.
Although negative publicity can still attract attention, the backlash might enhance McDonald’s visibility as people search for the video, share their reactions, and engage with the content. Nevertheless, visibility without positive sentiment can have adverse effects. This serves as a reminder for brands that while generative AI has its place in creative processes, it must be complemented by cultural sensitivity, strategic planning, and human judgment to enhance brand perception rather than harm it.
To prevent potential backlash from AI-generated content, Witts suggests five strategies:
– Enforce mandatory human review for all AI-generated creative.
– Test AI ideas with real audiences before widespread implementation.
– Combine AI efficiency with human storytelling.
– Establish clear guidelines for AI content aligned with brand values.
– Monitor social sentiment in real-time.
When AI-generated content fails, it is often because it loses touch with what audiences truly feel and value.