The Fast-Food Giant Takes Down Artificial Intelligence Festive Advertisement In the Wake of Online Criticism.

McDonald's has taken down a Christmas advertisement made via AI after encountering significant online backlash.

The 45-second film was developed with the help of AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.

Audience Criticism and Decision to Pull

Shortly after its release, commenters denounced the implementation of AI in the commercial. Several described it as "uncanny" and "awkwardly stitched together".

"This moment serves as an important lesson as we investigate the proper use of Artificial Intelligence," said a statement from McDonald's Netherlands.

The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly over the holidays, under the tagline "the most terrible time of the year".

A Growing Trend of AI Commercials

Adverts that feature generative AI have become a growing phenomenon among large corporations, notably for the Christmas season.

• Another beverage giant has similarly launched consecutive AI-created Christmas commercials.
• Inherent Limitations: Because videos produced with current AI video tools are prone to degrade the longer they run, most AI video outputs tend to be roughly a few seconds in length.
• Broader Implications: The ad also raised concerns about automation in the advertising sector, with some commenters noting it might negatively impact work for camera crews.

Response from the Production Company

Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.

Bridge claimed, the development required "seven weeks" and involved producing "countless iterations" which were then crafted afterward "in the same way we would on any standard production".

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

Mixed Public Reception

While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted campaigns has been divisive.

For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis achieved a significant "positive feedback" from viewers.

However, other businesses have also received criticism for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".

The incident highlights the ongoing discussion within the advertising and production sectors about the balance between technological innovation and creative integrity.