The global fast-food chain has removed a Christmas advertisement produced via generative AI following receiving significant public disapproval.
The short ad was created with the help of generative AI clips and was originally uploaded online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. Many described it as "uncanny" and "jarringly assembled".
"This experience is an important learning as we explore the effective utilization of AI," stated a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly during the holidays, under the slogan "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature AI-created content have become a rising phenomenon among large corporations, especially for the Christmas season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: As segments created with generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The video also raised concerns about job displacement in the production sector, with some critics noting it could negatively impact work for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved generating "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This wasn't an AI trick," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the response for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, several companies have likewise faced scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident highlights the evolving conversation within the advertising and creative industries about the trade-off between AI efficiency and audience reception.
