The global fast-food chain has taken down a holiday advertisement made via generative AI following encountering significant public disapproval.
The short ad was created via AI video tools and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This experience is an valuable learning as we explore the proper application of generative technology," said a representative from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that might go awry during the Christmas break, under the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI tools have become a rising phenomenon among prominent brands, notably for the holiday period.
- Another beverage giant has recently launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since segments created with generative AI are more likely to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised concerns about job displacement in the advertising sector, with some critics pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "seven weeks" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, other businesses have also faced backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The situation highlights the ongoing conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
