The global fast-food chain has removed a Christmas commercial created using generative AI after encountering considerable public disapproval.
The short ad was produced via AI-generated video and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the advert. A number of labeled it "creepy" and "poorly edited".
"This experience is an valuable learning as we examine the proper application of AI," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various things that often go badly during the Christmas break, under the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a increasing trend among major companies, especially for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Because videos produced using generative AI are prone to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the creative industry, with some observers stating it could affect work for actors.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the creation required "seven weeks" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "favorable response" from the public.
However, several companies have also encountered criticism for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The situation illustrates the evolving debate within the advertising and creative industries about the balance between new tools and audience reception.
