The Fast-Food Giant Takes Down AI-Created Holiday Commercial Following Public Outcry.

McDonald's has pulled a holiday advert produced using AI following encountering significant public disapproval.

The 45-second ad was produced via AI-generated video and was initially released online for the Dutch branch of McDonald's back on 6 December.

Audience Criticism and Removal

Soon after it aired, commenters criticized the implementation of AI in the advert. Many described it as "disturbing" and "poorly edited".

"This moment represents an key learning as we explore the appropriate application of generative technology," commented a statement from the company.

The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong during the festive season, under the tagline "not the most wonderful time of the year".

The Phenomenon of AI in Advertising

Adverts that incorporate generative AI have emerged as a growing phenomenon among prominent brands, especially for the Christmas period.

• Coca-Cola has similarly launched back-to-back AI-generated holiday ads.
• Inherent Limitations: As videos produced with generative AI are prone to distort the more extended they are, most AI video outputs tend to be roughly short in length.
• Broader Implications: The video also raised concerns about automation in the creative sector, with some observers noting it could affect work for production staff.

Response from the Production Company

After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.

According to her, the creation required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any traditional production".

"This wasn't an AI trick," Bridge asserted. "It was a finished piece."

Divisive Audience Sentiment

While the McDonald's commercial was mostly criticized, the reception for other AI-generated campaigns has been more mixed.

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

However, other businesses have likewise received criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".

The incident underscores the evolving discussion within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.