The global fast-food chain has taken down a Christmas advert made with generative AI after encountering significant criticism on social media.
The short film was created using generative AI clips and was initially published online for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online criticized the use of AI in the film. A number of described it as "creepy" and "jarringly assembled".
"This moment is an key learning as we examine the appropriate use of AI," said a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that might go awry during the Christmas break, under the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature generative AI have emerged as a increasing trend among prominent companies, notably for the holiday period.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because videos created using current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the advertising industry, with some critics noting it could negatively impact opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the production process required "seven weeks" and involved generating "numerous versions" which were then crafted afterward "in the same way we would on any traditional production".
"This wasn't an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, several companies have likewise encountered criticism for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The situation underscores the evolving debate within the advertising and production industries about the trade-off between technological innovation and audience reception.
