The global fast-food chain has pulled a Christmas advert made with generative AI following facing significant public disapproval.
The short spot was created via AI-generated video and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the advert. Several labeled it "creepy" and "awkwardly stitched together".
"This moment represents an valuable learning as we investigate the effective application of AI," stated a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that often go badly during the festive season, with the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that feature AI tools have become a increasing trend among large companies, notably for the holiday period.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Technical Challenges: Since segments made using generative AI are prone to distort the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked fears about job displacement in the creative industry, with some observers stating it could affect work for camera crews.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation required "seven weeks" and involved creating "numerous versions" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from the public.
However, several companies have likewise faced criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident illustrates the evolving debate within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
