McDonald's Netherlands Pulls AI-Created Festive Advertisement After Backlash.

The global fast-food chain has pulled a Christmas advertisement created with Artificial Intelligence after receiving considerable criticism on social media.

The brief spot was developed with the help of AI-generated video and was originally published online for the Dutch branch of McDonald's back on 6 December.

Audience Reaction and Removal

Following its publication, viewers on social media criticized the use of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".

"This incident serves as an important lesson as we explore the appropriate use of AI," stated a statement from McDonald's Netherlands.

The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly during the festive season, with the tagline "the worst time of the year".

The Trend of AI Commercials

Campaigns that feature generative AI have emerged as a increasing trend among major brands, particularly for the holiday season.

• Another beverage giant has recently released consecutive AI-created holiday ads.
• Technical Challenges: As clips made using generative AI are more likely to degrade the longer they run, the majority of AI video outputs tend to be about short in length.
• Broader Implications: The video also sparked concerns about automation in the creative sector, with some critics stating it could reduce work for production staff.

Response from the Production Company

After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.

She stated, the production process required "seven weeks" and involved producing "countless iterations" which were then shaped afterward "in the same way we would on any standard production".

"This wasn't just an AI trick," she said. "The result was a finished piece."

Divisive Public Reception

While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted campaigns has been more mixed.

For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a 61% "positive feedback" from viewers.

However, several companies have likewise received scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".

The situation illustrates the evolving discussion within the advertising and production industries about the balance between new tools and audience reception.