McDonald's has pulled a Christmas advert produced using generative AI after encountering significant criticism on social media.
The short ad was created via AI-generated video and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the commercial. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident represents an valuable lesson as we explore the proper utilization of AI," said a representative from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly over the holidays, using the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include generative AI have emerged as a growing phenomenon among major corporations, particularly for the holiday season.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments created with generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked concerns about automation in the advertising industry, with some critics noting it could affect work for camera crews.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any standard production".
"This wasn't an experiment," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand according to analysis achieved a 61% "positive feedback" from online commenters.
However, various brands have likewise encountered backlash for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the continuing conversation within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
