McDonald's Removes AI-Created Christmas Ad After Public Outcry.

The global fast-food chain has taken down a holiday advertisement produced using generative AI following facing considerable online backlash.

The 45-second spot was produced with the help of AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.

Audience Criticism and Removal

Following its publication, audiences online lambasted the use of AI in the film. Several described it as "creepy" and "poorly edited".

"This experience serves as an valuable lesson as we explore the appropriate use of generative technology," said a statement from the company.

The advert was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that often go badly over the holidays, using the theme "the most terrible time of the year".

A Growing Movement of AI Commercials

Commercials that feature AI tools have become a growing phenomenon among prominent companies, particularly for the Christmas campaign season.

• Coca-Cola has similarly launched back-to-back AI-generated holiday commercials.
• Inherent Limitations: As segments produced using generative AI are more likely to become unstable the more extended they are, most such clips tend to be about short in length.
• Broader Implications: The ad also sparked worries about automation in the production sector, with some commenters pointing out it might affect work for production staff.

Defense from the Production Company

After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.

Bridge claimed, the creation took "seven weeks" and involved producing "countless iterations" which were then crafted afterward "just as we would on any standard production".

"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."

Mixed Public Reception

While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted campaigns has been more mixed.

For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.

However, various brands have also faced backlash for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".

The episode underscores the ongoing conversation within the marketing and production sectors about the balance between new tools and audience reception.