The global fast-food chain has pulled a holiday advertisement created with Artificial Intelligence after encountering significant criticism on social media.
The brief film was produced with the help of generative AI clips and was initially published online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the advert. Many called it "uncanny" and "jarringly assembled".
"This experience is an key lesson as we examine the effective application of generative technology," commented a representative from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the festive season, under the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that include AI-created content have become a increasing trend among major brands, particularly for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments produced using generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the advertising industry, with some critics stating it could reduce opportunities for production staff.
Response from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved producing "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from viewers.
However, various brands have likewise encountered scrutiny for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The incident highlights the ongoing debate within the advertising and creative industries about the balance between AI efficiency and audience reception.
