McDonald's Netherlands Takes Down AI-Generated Christmas Ad Following Backlash.

McDonald's has pulled a Christmas advert created via generative AI following encountering widespread online backlash.

The 45-second film was produced with the help of generative AI clips and was originally released publicly for McDonald's Netherlands back on 6 December.

Audience Response and Removal

Shortly after its release, audiences online criticized the implementation of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".

"This experience serves as an valuable lesson as we investigate the appropriate utilization of AI," said a spokesperson from McDonald's Netherlands.

The commercial was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that can go wrong over the holidays, with the theme "not the most wonderful time of the year".

A Growing Movement of AI Commercials

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

• Another beverage giant has recently launched consecutive AI-generated holiday commercials.
• Technical Challenges: As clips created using generative AI are prone to become unstable the more extended they are, most such clips tend to be roughly short in length.
• Broader Implications: The video also sparked worries about job displacement in the production industry, with some critics pointing out it could reduce work for production staff.

Response from the Production Company

After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.

According to her, the production process required "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "just as we would on any standard production".

"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."

Mixed Audience Sentiment

While the McDonald's ad was mostly criticized, the sentiment for some AI-generated holiday ads has been varied.

For instance, a recent AI-created Christmas spot from another major brand according to analysis achieved a 61% "positive feedback" from online commenters.

However, other businesses have likewise received backlash for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".

The situation underscores the ongoing conversation within the marketing and production sectors about the balance between new tools and human craftsmanship.