McDonald's Netherlands Takes Down Artificial Intelligence Holiday Commercial Following Backlash.

McDonald's has removed a holiday advert created using AI after encountering widespread criticism on social media.

The brief film was produced via AI-generated video and was first released online for McDonald's Netherlands on 6 December.

Audience Response and Decision to Pull

Soon after it aired, viewers on social media denounced the employment of AI in the advert. Several called it "disturbing" and "poorly edited".

"This experience is an valuable learning as we explore the effective application of AI," commented a statement from McDonald's Netherlands.

The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry over the festive season, with the slogan "not the most wonderful time of the year".

A Growing Trend of AI in Advertising

Commercials that feature AI tools have become a increasing trend among large brands, especially for the Christmas season.

• Another beverage giant has also released consecutive AI-created Christmas ads.
• Technical Challenges: Because segments produced with generative AI are prone to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
• Industry Concerns: The video also sparked worries about the replacement of human roles in the creative industry, with some observers pointing out it might negatively impact opportunities for actors.

Response from the Creators

Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.

Bridge claimed, the creation required "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any high-craft production".

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

Mixed Public Reception

While the McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted campaigns has been more mixed.

For instance, a recent AI-created holiday spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from viewers.

However, various brands have also faced criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".

The incident underscores the evolving discussion within the advertising and production industries about the trade-off between new tools and audience reception.