McDonald's Pulls AI-Created Christmas Ad In the Wake of Public Outcry.

The global fast-food chain has taken down a Christmas commercial made using generative AI after receiving widespread online backlash.

The short spot was produced using AI video tools and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.

Viewer Response and Decision to Pull

Following its publication, commenters denounced the use of AI in the advert. A number of labeled it "creepy" and "awkwardly stitched together".

"This incident represents an key lesson as we investigate the appropriate utilization of AI," said a spokesperson from McDonald's Netherlands.

The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that can go wrong over the festive season, using the theme "not the most wonderful time of the year".

The Trend of AI in Advertising

Adverts that incorporate AI tools have become a rising phenomenon among prominent corporations, notably for the holiday campaign season.

• Another beverage giant has also released back-to-back AI-created Christmas commercials.
• Inherent Limitations: As segments produced with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
• Industry Concerns: The video also provoked worries about job displacement in the creative sector, with some observers noting it might negatively impact opportunities for production staff.

Response from the Production Company

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

Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".

"This wasn't an experiment," she commented. "We consider it a film."

Mixed Public Reception

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

For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.

However, several companies have likewise encountered criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".

The incident highlights the ongoing debate within the marketing and creative sectors about the trade-off between new tools and creative integrity.