The global fast-food chain has taken down a holiday advert created using generative AI after receiving considerable public disapproval.
The short spot was developed using AI video tools and was initially published online for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident is an key lesson as we explore the appropriate utilization of Artificial Intelligence," commented a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the Christmas break, with the slogan "the worst time of the year".
The Trend of AI in Advertising
Adverts that include AI-created content have emerged as a growing trend among large companies, especially for the holiday season.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because clips made using current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised concerns about automation in the production industry, with some commenters pointing out it might negatively impact opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved generating "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise encountered criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The incident underscores the evolving conversation within the marketing and production sectors about the balance between AI efficiency and creative integrity.
