McDonald's has taken down a Christmas advert made with generative AI following facing significant public disapproval.
The 45-second ad was produced using AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media lambasted the employment of AI in the commercial. A number of described it as "uncanny" and "awkwardly stitched together".
"This moment represents an important lesson as we investigate the appropriate use of generative technology," said a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the festive season, with the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have become a increasing phenomenon among major companies, especially for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because clips created with generative AI are more likely to distort the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also provoked concerns about automation in the advertising industry, with some critics stating it could negatively impact work for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the development required "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, other businesses have likewise encountered scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The incident highlights the continuing conversation within the advertising and creative sectors about the balance between new tools and audience reception.
