The global fast-food chain has removed a Christmas advertisement created via generative AI following encountering considerable criticism on social media.
The brief spot was created via AI-generated video and was originally published publicly for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media lambasted the employment of AI in the commercial. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident serves as an key lesson as we investigate the effective use of generative technology," said a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry during the holidays, under the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising trend among large brands, especially for the holiday season.
- Coca-Cola has similarly released consecutive AI-created Christmas commercials.
- Technical Challenges: Since clips created using generative AI are prone to degrade the more extended they are, the majority of such clips tend to be about short in length.
- Industry Concerns: The ad also provoked worries about automation in the advertising industry, with some observers noting it might reduce opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development took "over a month and a half" and involved creating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This was not an AI trick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a significant "favorable response" from the public.
However, several companies have also faced backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The incident highlights the ongoing discussion within the marketing and production sectors about the trade-off between new tools and creative integrity.
