The global fast-food chain has pulled a holiday advertisement created using generative AI following encountering significant public disapproval.
The short spot was produced using AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters criticized the employment of AI in the advert. Several described it as "disturbing" and "awkwardly stitched together".
"This experience is an valuable learning as we explore the proper utilization of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that might go awry during the holidays, using the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI tools have become a growing trend among large corporations, notably for the holiday period.
- Another beverage giant has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: Because segments made using generative AI are susceptible to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also raised fears about automation in the creative industry, with some commenters noting it could reduce opportunities for actors.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This was not an experiment," she said. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was largely panned, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "favorable response" from the public.
However, other businesses have likewise received backlash for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The episode underscores the continuing conversation within the marketing and creative sectors about the balance between AI efficiency and audience reception.
