The Fast-Food Giant Takes Down AI-Created Holiday Commercial After Online Criticism.

McDonald's has pulled a holiday advert created with AI after encountering considerable online backlash.

The brief spot was developed via AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.

Social Media Criticism and Decision to Pull

Soon after it aired, audiences online denounced the use of AI in the advert. Many labeled it "creepy" and "poorly edited".

"This moment represents an important learning as we examine the proper use of Artificial Intelligence," commented a spokesperson from the company.

The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that can go wrong over the Christmas break, under the slogan "not the most wonderful time of the year".

The Trend of AI in Advertising

Commercials that incorporate generative AI have emerged as a rising phenomenon among prominent corporations, particularly for the Christmas campaign season.

• Another beverage giant has recently launched back-to-back AI-created holiday commercials.
• Technical Challenges: Because clips created using current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
• Broader Implications: The video also sparked concerns about the replacement of human roles in the advertising industry, with some critics stating it could affect work for actors.

Response from the Production Company

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

She stated, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any traditional production".

"This wasn't just an AI gimmick," she said. "We consider it a film."

Mixed Audience Sentiment

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

For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from the public.

However, various brands have likewise received scrutiny for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".

The situation illustrates the evolving conversation within the marketing and creative sectors about the trade-off between technological innovation and creative integrity.