The Fast-Food Giant Pulls AI-Created Christmas Ad Following Public Outcry.

The global fast-food chain has taken down a holiday advert created using generative AI after encountering widespread online backlash.

The short spot was produced using generative AI clips and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.

Audience Response and Removal

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

"This experience is an key lesson as we investigate the proper utilization of generative technology," commented a representative from McDonald's Netherlands.

The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly during the festive season, with the tagline "the worst time of the year".

A Growing Phenomenon of AI-Generated Ads

Campaigns that feature generative AI have become a growing trend among major companies, notably for the holiday campaign season.

• Coca-Cola has recently launched consecutive AI-created Christmas ads.
• Technical Challenges: As clips made with current AI video tools are susceptible to degrade the longer they run, most such clips tend to be only a few seconds in length.
• Broader Implications: The ad also provoked worries about automation in the production industry, with some commenters noting it could negatively impact opportunities for production staff.

Defense from the Creators

Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.

According to her, the development took "seven weeks" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".

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

Divisive Audience Sentiment

While the Dutch McDonald's ad was predominantly criticized, the response for some AI-assisted holiday ads has been divisive.

For instance, a recent AI-created holiday spot from Coca-Cola reportedly achieved a 61% "favorable response" from the public.

However, other businesses have likewise faced scrutiny for using AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".

The incident highlights the evolving discussion within the marketing and production sectors about the trade-off between new tools and audience reception.