The Fast-Food Giant Removes AI-Created Festive Advertisement After Backlash.

McDonald's has taken down a Christmas advertisement created using generative AI after receiving widespread public disapproval.

The short spot was created with the help of AI video tools and was originally published online for McDonald's Netherlands on 6 December.

Viewer Reaction and Removal

Soon after it aired, viewers on social media lambasted the implementation of AI in the advert. A number of described it as "creepy" and "awkwardly stitched together".

"This moment represents an valuable lesson as we investigate the appropriate application of generative technology," said a representative from the company.

The advert was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that can go wrong over the Christmas break, under the slogan "not the most wonderful time of the year".

The Phenomenon of AI-Generated Ads

Campaigns that feature AI tools have emerged as a rising trend among major corporations, notably for the holiday campaign season.

• Coca-Cola has also released consecutive AI-created Christmas ads.
• Technical Challenges: Because segments produced using current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
• Industry Concerns: The ad also provoked concerns about the replacement of human roles in the creative industry, with some commenters pointing out it could reduce opportunities for camera crews.

Response from the Creators

After the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.

According to her, the creation required "over a month and a half" and involved producing "countless iterations" which were then crafted in post-production "just as we would on any standard production".

"This wasn't an experiment," Bridge asserted. "It was a proper commercial."

Divisive Public Reception

While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-assisted campaigns has been varied.

For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly achieved a significant "favorable response" from viewers.

However, various brands have likewise faced criticism for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".

The situation highlights the ongoing conversation within the marketing and creative sectors about the balance between new tools and human craftsmanship.