The global fast-food chain has pulled a Christmas advertisement produced via generative AI after facing widespread public disapproval.
The brief ad was created with the help of AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters lambasted the implementation of AI in the commercial. Several called it "creepy" and "jarringly assembled".
"This experience serves as an key lesson as we examine the proper use of AI," commented a representative from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong during the holidays, using the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that feature generative AI have emerged as a growing trend among major brands, notably for the Christmas period.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Technical Challenges: Because segments made using current AI video tools are susceptible to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised concerns about job displacement in the advertising industry, with some critics pointing out it could reduce opportunities for camera crews.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis received a 61% "positive feedback" from viewers.
However, several companies have also faced criticism for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "disturbing".
The episode underscores the continuing debate within the marketing and production sectors about the balance between technological innovation and audience reception.
