The global fast-food chain has pulled a Christmas advert created with generative AI after receiving considerable public disapproval.
The 45-second film was created using AI video tools and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media lambasted the employment of AI in the advert. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we investigate the proper utilization of AI," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that can go wrong over the festive season, under the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate AI-created content have become a increasing phenomenon among large brands, notably for the holiday season.
- Another beverage giant has also released back-to-back AI-generated holiday ads.
- Technical Challenges: Because segments produced with generative AI are prone to become unstable the longer they run, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about job displacement in the creative sector, with some observers stating it could affect work for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the production process required "seven weeks" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have also received backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The incident underscores the evolving conversation within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
