The global fast-food chain has pulled a holiday advertisement produced with AI after facing significant public disapproval.
The brief spot was developed using AI video tools and was first uploaded online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters denounced the employment of AI in the advert. Several called it "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we examine the appropriate utilization of generative technology," stated a representative from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that can go wrong over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that incorporate AI tools have become a rising phenomenon among prominent companies, notably for the holiday season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: As videos produced with current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the advertising sector, with some observers stating it could negatively impact opportunities for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, other businesses have also encountered scrutiny for using the technique in advertising. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The incident highlights the continuing conversation within the marketing and creative sectors about the balance between technological innovation and human craftsmanship.
