The Fast-Food Giant Pulls AI-Created Holiday Commercial After Backlash.

McDonald's has taken down a holiday commercial created via AI after receiving considerable public disapproval.

The short spot was developed using generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.

Viewer Response and Removal

Shortly after its release, commenters lambasted the implementation of AI in the film. A number of labeled it "disturbing" and "awkwardly stitched together".

"This incident represents an valuable learning as we examine the proper utilization of generative technology," said a spokesperson from the company.

The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various situations that often go badly during the holidays, with the tagline "the worst time of the year".

A Growing Trend of AI-Generated Ads

Adverts that feature AI-created content have emerged as a growing trend among large companies, particularly for the Christmas period.

• Coca-Cola has similarly released consecutive AI-generated Christmas ads.
• Technical Challenges: Because videos produced with generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be roughly short in length.
• Broader Implications: The ad also sparked worries about automation in the advertising industry, with some critics stating it might negatively impact opportunities for actors.

Defense from the Production Company

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

She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any high-craft production".

"This wasn't an experiment," Bridge asserted. "We consider it a proper commercial."

Divisive Public Reception

While the McDonald's ad was predominantly criticized, the response for some AI-generated holiday ads has been divisive.

For instance, a recent AI-created holiday ad from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.

However, several companies have also received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".

The situation illustrates the evolving debate within the marketing and production sectors about the balance between new tools and audience reception.