McDonald's Takes Down AI-Created Festive Advertisement In the Wake of Backlash.

The global fast-food chain has removed a Christmas advertisement created via Artificial Intelligence following facing considerable public disapproval.

The 45-second film was created using AI video tools and was originally released publicly for the Dutch branch of McDonald's back on 6 December.

Audience Criticism and Removal

Soon after it aired, audiences online lambasted the implementation of AI in the advert. Several described it as "uncanny" and "poorly edited".

"This incident represents an valuable lesson as we explore the effective use of Artificial Intelligence," said a statement from McDonald's Netherlands.

The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that often go badly over the holidays, with the theme "not the most wonderful time of the year".

The Trend of AI-Generated Ads

Adverts that feature AI-created content have emerged as a rising trend among major corporations, especially for the holiday period.

• Coca-Cola has recently released back-to-back AI-generated holiday commercials.
• Inherent Limitations: Since clips created using generative AI are more likely to degrade the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
• Broader Implications: The ad also provoked fears about the replacement of human roles in the creative industry, with some commenters stating it might affect opportunities for camera crews.

Response from the Creators

After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.

Bridge claimed, the production process required "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".

"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."

Divisive Public Reception

While the Dutch McDonald's ad was largely panned, the sentiment for some AI-assisted holiday ads has been divisive.

For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.

However, several companies have likewise received criticism for using the technique in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".

The incident illustrates the evolving discussion within the advertising and production industries about the trade-off between new tools and audience reception.