The global fast-food chain has removed a holiday advertisement made using generative AI after encountering considerable public disapproval.
The short ad was produced using generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters criticized the use of AI in the film. Many described it as "creepy" and "poorly edited".
"This moment serves as an valuable learning as we explore the effective use of AI," said a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that can go wrong over the festive season, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI-created content have become a growing phenomenon among prominent corporations, particularly for the holiday period.
- Another beverage giant has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: Because segments created using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The ad also sparked fears about the replacement of human roles in the advertising industry, with some commenters stating it could reduce work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved creating "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from viewers.
However, various brands have likewise faced scrutiny for using AI in marketing. Italian brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The situation underscores the continuing discussion within the marketing and production industries about the trade-off between technological innovation and audience reception.
