The global fast-food chain has pulled a holiday advert created via Artificial Intelligence after facing significant public disapproval.
The 45-second ad was produced using generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Following its publication, commenters criticized the employment of AI in the advert. A number of described it as "creepy" and "awkwardly stitched together".
"This incident serves as an key lesson as we investigate the appropriate use of generative technology," commented a representative from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that can go wrong over the Christmas break, using the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include AI-created content have emerged as a growing phenomenon among prominent companies, especially for the Christmas period.
- Another beverage giant has recently released consecutive AI-created holiday commercials.
- Technical Challenges: Because segments made using current AI video tools are susceptible to become unstable the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The video also raised worries about automation in the advertising sector, with some critics noting it could affect work for production staff.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the development took "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, other businesses have also encountered criticism for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The situation illustrates the continuing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
