The global fast-food chain has removed a Christmas advert created via generative AI after receiving widespread public disapproval.
The brief film was developed with the help of AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters lambasted the implementation of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This moment serves as an valuable learning as we examine the effective use of generative technology," stated a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, under the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have emerged as a rising phenomenon among major corporations, particularly for the holiday season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Inherent Limitations: Because segments made using current AI video tools are susceptible to become unstable the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the production sector, with some observers stating it could reduce work for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "over a month and a half" and involved generating "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the response for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, various brands have also received criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The incident underscores the evolving conversation within the marketing and production industries about the trade-off between new tools and human craftsmanship.
