The global fast-food chain has taken down a holiday advertisement made using generative AI following encountering significant public disapproval.
The 45-second spot was created with the help of generative AI clips and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media criticized the implementation of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This experience is an key lesson as we explore the appropriate use of AI," said a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that can go wrong during the Christmas break, with the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that feature AI-created content have emerged as a growing trend among major companies, particularly for the Christmas period.
- Coca-Cola has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: As segments created using generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about automation in the production industry, with some observers stating it could reduce opportunities for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then shaped in post-production "just as we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a significant "favorable response" from viewers.
However, various brands have also received backlash for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The episode underscores the ongoing debate within the advertising and production industries about the balance between new tools and audience reception.
