McDonald's Netherlands Pulls AI-Created Festive Advertisement Following Online Criticism.

The global fast-food chain has taken down a holiday advertisement created via generative AI after encountering significant online backlash.

The short film was produced with the help of generative AI clips and was first released publicly for the Dutch branch of McDonald's back on 6 December.

Audience Criticism and Removal

Following its publication, viewers on social media criticized the use of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".

"This moment is an valuable learning as we examine the proper application of generative technology," commented a statement from the company.

The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that often go badly over the Christmas break, using the tagline "the most terrible time of the year".

A Growing Movement of AI-Generated Ads

Commercials that incorporate AI tools have emerged as a growing trend among large corporations, notably for the Christmas season.

• Another beverage giant has also released consecutive AI-generated holiday commercials.
• Technical Challenges: Since videos created using generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
• Broader Implications: The ad also provoked fears about the replacement of human roles in the production industry, with some commenters pointing out it could negatively impact opportunities for production staff.

Response from the Production Company

After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.

She stated, the creation took "seven weeks" and involved generating "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".

"This wasn't just an experiment," she said. "The result was a film."

Mixed Public Reception

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

For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from viewers.

However, several companies have likewise encountered criticism for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".

The situation illustrates the continuing debate within the marketing and production sectors about the balance between technological innovation and creative integrity.