McDonald's Takes Down AI-Created Festive Advertisement Following Public Outcry.

McDonald's has removed a holiday commercial produced using generative AI following encountering considerable online backlash.

The short film was produced with the help of AI-generated video and was originally uploaded online for McDonald's Netherlands back on 6 December.

Audience Reaction and Removal

Following its publication, audiences online lambasted the use of AI in the commercial. Many described it as "disturbing" and "jarringly assembled".

"This incident represents an valuable learning as we examine the proper use of Artificial Intelligence," stated a representative from McDonald's Netherlands.

The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that can go wrong over the Christmas break, with the tagline "not the most wonderful time of the year".

A Growing Phenomenon of AI-Generated Ads

Campaigns that feature generative AI have become a rising phenomenon among large brands, particularly for the holiday season.

• Another beverage giant has also launched consecutive AI-created Christmas ads.
• Technical Challenges: Because clips made with generative AI are susceptible to distort the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
• Broader Implications: The video also sparked fears about automation in the advertising industry, with some commenters stating it could affect opportunities for camera crews.

Defense from the Creators

Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.

According to her, the development took "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".

"This wasn't just an AI trick," she said. "It was a finished piece."

Divisive Audience Sentiment

While the McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been varied.

For instance, a consecutive AI-created Christmas ad from another major brand reportedly received a 61% "positive feedback" from the public.

However, other businesses have likewise encountered criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".

The incident underscores the ongoing conversation within the advertising and production sectors about the balance between AI efficiency and audience reception.