McDonald's Takes Down AI-Created Festive Advertisement After Backlash.

McDonald's has pulled a Christmas advert created via generative AI following encountering significant public disapproval.

The 45-second ad was developed via AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.

Viewer Reaction and Decision to Pull

Soon after it aired, audiences online criticized the use of AI in the advert. A number of described it as "creepy" and "awkwardly stitched together".

"This incident represents an valuable learning as we investigate the effective use of AI," said a statement from McDonald's Netherlands.

The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that might go awry over the festive season, under the tagline "the worst time of the year".

The Movement of AI Commercials

Commercials that include AI-created content have become a growing phenomenon among major brands, especially for the holiday season.

• Another beverage giant has recently released back-to-back AI-generated Christmas commercials.
• Inherent Limitations: Since videos produced with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about short in length.
• Broader Implications: The video also sparked worries about the replacement of human roles in the creative industry, with some commenters stating it could affect work for camera crews.

Response from the Creators

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

Bridge claimed, the development took "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any traditional production".

"This wasn't an AI gimmick," she commented. "The result was a finished piece."

Mixed Public Reception

While the McDonald's commercial was mostly criticized, the response for some AI-assisted campaigns has been divisive.

For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from online commenters.

However, other businesses have also received criticism for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".

The episode underscores the ongoing discussion within the advertising and production sectors about the trade-off between AI efficiency and human craftsmanship.