The global fast-food chain has removed a holiday advertisement made via generative AI following facing considerable criticism on social media.
The brief spot was created using generative AI clips and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, audiences online lambasted the employment of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This experience represents an valuable lesson as we examine the appropriate utilization of generative technology," stated a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that might go awry over the Christmas break, with the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI-created content have become a growing phenomenon among large companies, notably for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Technical Challenges: As videos made using generative AI are more likely to become unstable the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The ad also provoked fears about automation in the creative industry, with some observers pointing out it could negatively impact opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
According to her, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an experiment," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a 61% "positive feedback" from the public.
However, other businesses have also encountered scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The episode underscores the evolving conversation within the marketing and production sectors about the trade-off between new tools and audience reception.
