The global fast-food chain has pulled a Christmas advert produced using generative AI following encountering widespread criticism on social media.
The short ad was produced with the help of AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, commenters lambasted the implementation of AI in the film. A number of called it "creepy" and "poorly edited".
"This experience is an important learning as we examine the effective application of AI," commented a representative from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong over the holidays, with the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate AI tools have emerged as a rising phenomenon among prominent corporations, particularly for the holiday season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Because segments created with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised concerns about automation in the advertising industry, with some critics pointing out it could reduce work for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the production process took "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This was not an AI trick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, other businesses have likewise encountered criticism for using the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The situation highlights the continuing debate within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
