The Fast-Food Giant Takes Down AI-Created Holiday Commercial Following Backlash.

McDonald's has removed a holiday advertisement made using generative AI following receiving considerable criticism on social media.

The brief ad was created using AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.

Social Media Criticism and Decision to Pull

Following its publication, audiences online lambasted the implementation of AI in the advert. Many called it "creepy" and "poorly edited".

"This incident is an key lesson as we investigate the proper application of generative technology," stated a statement from McDonald's Netherlands.

The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that can go wrong during the Christmas break, with the slogan "not the most wonderful time of the year".

The Trend of AI in Advertising

Commercials that incorporate AI tools have emerged as a increasing phenomenon among large corporations, notably for the holiday period.

• Coca-Cola has similarly released consecutive AI-created holiday commercials.
• Inherent Limitations: Since segments created with generative AI are prone to degrade the more extended they are, most such clips tend to be about short in length.
• Broader Implications: The video also raised worries about automation in the creative sector, with some observers stating it might reduce work for camera crews.

Defense from the Creators

Following the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.

According to her, the production process required "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".

"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."

Divisive Public Reception

While the McDonald's ad was largely panned, the response for some AI-assisted campaigns has been more mixed.

For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a significant "positive feedback" from viewers.

However, various brands have likewise received backlash for using the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".

The situation illustrates the continuing discussion within the advertising and production sectors about the trade-off between AI efficiency and audience reception.