The global fast-food chain has removed a holiday advert created with generative AI following receiving considerable public disapproval.
The 45-second ad was developed via AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters lambasted the use of AI in the advert. A number of labeled it "creepy" and "jarringly assembled".
"This moment serves as an key lesson as we investigate the proper use of generative technology," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that can go wrong during the festive season, with the theme "the worst time of the year".
The Movement of AI-Generated Ads
Campaigns that include AI-created content have emerged as a increasing phenomenon among large companies, especially for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Technical Challenges: As segments produced using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked worries about automation in the advertising industry, with some observers stating it might reduce work for production staff.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "positive feedback" from online commenters.
However, several companies have likewise received criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The incident illustrates the evolving debate within the marketing and production industries about the balance between technological innovation and audience reception.
