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

McDonald's has removed a holiday commercial created via generative AI following receiving widespread criticism on social media.

The 45-second ad was developed via AI-generated video and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.

Viewer Criticism and Removal

Soon after it aired, viewers on social media lambasted the implementation of AI in the film. Several called it "disturbing" and "awkwardly stitched together".

"This incident is an important learning as we examine the effective use of Artificial Intelligence," said a spokesperson from the company.

The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that might go awry during the holidays, with the slogan "not the most wonderful time of the year".

The Trend of AI-Generated Ads

Adverts that feature generative AI have emerged as a rising trend among major corporations, particularly for the holiday season.

• Another beverage giant has recently released back-to-back AI-generated holiday commercials.
• Inherent Limitations: Since segments created using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
• Broader Implications: The video also raised worries about job displacement in the creative industry, with some observers pointing out it might reduce opportunities for camera crews.

Response from the Creators

After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the project.

She stated, the creation took "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".

"This was not an AI trick," Bridge asserted. "We consider it a film."

Divisive Audience Sentiment

While the McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been varied.

For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly received a 61% "positive feedback" from online commenters.

However, other businesses have also received criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".

The episode underscores the evolving discussion within the marketing and production sectors about the trade-off between new tools and human craftsmanship.