McDonald's Netherlands Takes Down Artificial Intelligence Festive Advertisement Following Backlash.

The global fast-food chain has removed a Christmas advertisement produced via generative AI after receiving widespread criticism on social media.

The brief film was produced using AI video tools and was first uploaded online for McDonald's Netherlands on 6 December.

Viewer Criticism and Decision to Pull

Following its publication, audiences online criticized the implementation of AI in the film. Several called it "creepy" and "jarringly assembled".

"This experience serves as an valuable learning as we explore the appropriate use of AI," stated a statement from the company.

The advert was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, under the theme "the most terrible time of the year".

A Growing Trend of AI Commercials

Commercials that incorporate generative AI have emerged as a rising phenomenon among major companies, notably for the Christmas season.

• Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
• Technical Challenges: Because clips made with generative AI are more likely to become unstable the longer they run, most AI video outputs tend to be roughly short in length.
• Broader Implications: The ad also provoked fears about automation in the production industry, with some critics stating it might affect work for camera crews.

Response from the Creators

Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.

According to her, the development 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 high-craft production".

"This was not an experiment," Bridge asserted. "It was a proper commercial."

Mixed Public Reception

While the Dutch McDonald's commercial was largely criticized, the sentiment for some AI-generated holiday ads has been more mixed.

For instance, a consecutive AI-created Christmas spot from another major brand reportedly garnered a 61% "positive feedback" from the public.

However, various brands have also received scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".

The incident illustrates the ongoing discussion within the advertising and production sectors about the balance between new tools and audience reception.