The global fast-food chain has pulled a holiday advert created using generative AI following encountering considerable online backlash.
The brief ad was produced using AI-generated video and was first published publicly for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the film. Many called it "uncanny" and "jarringly assembled".
"This incident is an important learning as we examine the appropriate use of AI," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that might go awry over the festive season, using the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that include generative AI have become a rising phenomenon among major corporations, particularly for the holiday season.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: As segments produced with current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the production industry, with some observers stating it could reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly garnered a significant "favorable response" from the public.
However, several companies have also encountered scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The episode illustrates the continuing discussion within the advertising and production industries about the trade-off between technological innovation and human craftsmanship.
