The global fast-food chain has pulled a holiday advert made using AI after encountering considerable public disapproval.
The short film was developed via generative AI clips and was first released online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This experience is an key learning as we examine the appropriate utilization of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that might go awry over the festive season, under the tagline "the worst time of the year".
A Growing Trend of AI in Advertising
Adverts that feature AI-created content have emerged as a growing phenomenon among major companies, notably for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-created holiday ads.
- Inherent Limitations: Since videos produced with generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also raised fears about job displacement in the advertising industry, with some commenters pointing out it might affect opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a 61% "favorable response" from viewers.
However, various brands have also received backlash for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The episode underscores the ongoing conversation within the marketing and creative industries about the balance between new tools and human craftsmanship.
