The global fast-food chain has pulled a Christmas advert made via generative AI following facing widespread public disapproval.
The 45-second ad was developed with the help of AI video tools and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. A number of described it as "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we investigate the proper use of generative technology," said a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that often go badly over the festive season, using the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include AI tools have become a growing trend among prominent corporations, particularly for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos produced with generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the advertising industry, with some commenters stating it could negatively impact work for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the production process took "seven weeks" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis garnered a significant "favorable response" from viewers.
However, various brands have likewise faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The situation underscores the evolving conversation within the marketing and creative sectors about the trade-off between new tools and creative integrity.
