The global fast-food chain has pulled a holiday advert made with generative AI after receiving considerable public disapproval.
The brief spot was developed via generative AI clips and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the commercial. Many called it "creepy" and "awkwardly stitched together".
"This moment represents an important learning as we investigate the proper utilization of generative technology," stated a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that often go badly during the holidays, using the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that include AI-created content have emerged as a rising phenomenon among prominent corporations, notably for the holiday season.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Technical Challenges: As segments made with generative AI are more likely to degrade the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about job displacement in the creative sector, with some critics noting it could affect opportunities for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the development took "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a 61% "positive feedback" from viewers.
However, several companies have likewise encountered backlash for employing AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The situation highlights the continuing debate within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.
