McDonald's Netherlands Takes Down AI-Created Holiday Commercial Following Online Criticism.

McDonald's has removed a holiday commercial produced via generative AI following receiving widespread criticism on social media.

The 45-second ad was produced using AI video tools and was initially released online for McDonald's Netherlands back on 6 December.

Social Media Response and Decision to Pull

Following its publication, viewers on social media criticized the use of AI in the film. Many labeled it "disturbing" and "poorly edited".

"This moment serves as an valuable learning as we examine the proper utilization of AI," said a statement from the company.

The advert was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that can go wrong during the festive season, under the slogan "the worst time of the year".

The Movement of AI in Advertising

Adverts that include AI tools have emerged as a rising trend among major corporations, particularly for the Christmas season.

• Coca-Cola has similarly released back-to-back AI-created holiday commercials.
• Technical Challenges: Since clips created using current AI video tools are more likely to degrade the longer they run, the majority of such clips 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 creative industry, with some observers pointing out it might reduce work for production staff.

Defense from the Creators

After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.

She stated, the production process required "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".

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

Divisive Public Reception

While the Dutch McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been more mixed.

For instance, a recent AI-created Christmas ad from another major brand according to analysis garnered a significant "favorable response" from viewers.

However, several companies have likewise encountered scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".

The incident highlights the continuing debate within the advertising and creative sectors about the trade-off between new tools and audience reception.