The global fast-food chain has pulled a Christmas advert created via AI after encountering significant criticism on social media.
The 45-second ad was created with the help of generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the commercial. A number of called it "disturbing" and "poorly edited".
"This experience serves as an key learning as we investigate the proper application of generative technology," said a representative from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that can go wrong during the festive season, under the slogan "the worst time of the year".
The Trend of AI in Advertising
Adverts that include AI tools have emerged as a rising phenomenon among major corporations, especially for the holiday season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas commercials.
- Technical Challenges: Because segments made with generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked fears about job displacement in the production sector, with some observers noting it might reduce opportunities for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis received a 61% "positive feedback" from viewers.
However, various brands have also received criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the ongoing conversation within the marketing and production sectors about the trade-off between AI efficiency and audience reception.
