McDonald's Takes Down AI-Created Holiday Commercial In the Wake of Public Outcry.

McDonald's has taken down a holiday advertisement created via Artificial Intelligence after encountering widespread online backlash.

The 45-second film was created using AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.

Viewer Response and Removal

Soon after it aired, viewers on social media lambasted the use of AI in the commercial. Many called it "disturbing" and "poorly edited".

"This incident represents an important learning as we investigate the appropriate application of AI," commented a statement from McDonald's Netherlands.

The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that can go wrong over the holidays, under the theme "not the most wonderful time of the year".

A Growing Trend of AI Commercials

Campaigns that feature generative AI have emerged as a rising trend among prominent corporations, especially for the holiday period.

• Coca-Cola has recently launched consecutive AI-created holiday ads.
• Inherent Limitations: Because segments made using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
• Industry Concerns: The video also provoked worries about the replacement of human roles in the production industry, with some commenters noting it could reduce opportunities for production staff.

Defense from the Creators

Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.

Bridge claimed, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".

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

Mixed Public Reception

While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-assisted holiday ads has been varied.

For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.

However, various brands have likewise faced scrutiny for using AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".

The incident illustrates the evolving discussion within the marketing and creative industries about the balance between new tools and audience reception.