The Fast-Food Giant Takes Down AI-Created Festive Advertisement After Backlash.

McDonald's has taken down a Christmas advert made with AI following receiving widespread public disapproval.

The brief film was developed with the help of AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.

Viewer Reaction and Removal

Following its publication, viewers on social media lambasted the implementation of AI in the advert. Several described it as "disturbing" and "poorly edited".

"This incident represents an important lesson as we examine the proper utilization of generative technology," stated a spokesperson from McDonald's Netherlands.

The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry over the festive season, with the slogan "the most terrible time of the year".

A Growing Phenomenon of AI-Generated Ads

Commercials that include generative AI have become a increasing phenomenon among large companies, particularly for the holiday season.

• Another beverage giant has also released back-to-back AI-generated Christmas commercials.
• Technical Challenges: Because segments produced using generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
• Broader Implications: The ad also provoked fears about automation in the production industry, with some observers stating it might affect opportunities for camera crews.

Response from the Production Company

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

According to her, the production process took "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".

"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."

Divisive Audience Sentiment

While the Dutch McDonald's commercial was mostly criticized, the response for other AI-assisted holiday ads has been divisive.

For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from the public.

However, various brands have likewise encountered criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".

The incident highlights the ongoing discussion within the marketing and production sectors about the balance between new tools and audience reception.