McDonald's Removes AI-Created Holiday Commercial Following Backlash.

McDonald's has removed a holiday advertisement produced with generative AI following receiving significant public disapproval.

The brief ad was developed with the help of AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.

Social Media Criticism and Decision to Pull

Soon after it aired, viewers on social media denounced the implementation of AI in the film. A number of described it as "creepy" and "awkwardly stitched together".

"This incident serves as an valuable learning as we investigate the effective application of AI," said a spokesperson from McDonald's Netherlands.

The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various things that can go wrong over the festive season, under the tagline "the worst time of the year".

A Growing Trend of AI Commercials

Campaigns that feature AI-created content have become a growing trend among large brands, notably for the Christmas season.

• Coca-Cola has recently released back-to-back AI-created Christmas ads.
• Inherent Limitations: As segments produced with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
• Broader Implications: The video also provoked concerns about automation in the production industry, with some critics stating it could negatively impact opportunities for actors.

Defense from the Creators

After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.

Bridge claimed, the development required "seven weeks" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".

"This was not an experiment," Bridge asserted. "The result was a proper commercial."

Divisive Audience Sentiment

While the McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been varied.

For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.

However, other businesses have also received criticism for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".

The incident highlights the evolving debate within the marketing and creative industries about the balance between technological innovation and audience reception.