McDonald's Takes Down AI-Generated Holiday Commercial After Backlash.

McDonald's has pulled a Christmas advertisement created using generative AI after receiving widespread criticism on social media.

The short spot was produced with the help of AI video tools and was first published publicly for the Dutch branch of McDonald's on 6 December.

Viewer Criticism and Decision to Pull

Shortly after its release, audiences online lambasted the use of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".

"This experience serves as an key learning as we examine the proper application of AI," commented a representative from the company.

The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong during the holidays, with the tagline "the most terrible time of the year".

A Growing Trend of AI Commercials

Commercials that feature AI-created content have become a rising trend among major corporations, particularly for the holiday campaign season.

• Another beverage giant has recently released back-to-back AI-created Christmas commercials.
• Inherent Limitations: Since segments created using current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
• Broader Implications: The video also sparked concerns about automation in the production industry, with some critics stating it might affect opportunities for camera crews.

Response from the Creators

After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.

According to her, the creation required "seven weeks" and involved producing "thousands of takes" which were then crafted in post-production "just as we would on any traditional production".

"This wasn't just an experiment," she commented. "It was a film."

Mixed Public Reception

While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-generated campaigns has been varied.

For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a significant "favorable response" from online commenters.

However, various brands have also encountered scrutiny for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".

The incident highlights the continuing conversation within the advertising and production industries about the balance between technological innovation and human craftsmanship.