The Fast-Food Giant Removes AI-Generated Holiday Commercial Following Backlash.

The global fast-food chain has taken down a holiday advert made via generative AI after facing widespread criticism on social media.

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

Audience Reaction and Removal

Shortly after its release, viewers on social media criticized the use of AI in the advert. A number of labeled it "creepy" and "awkwardly stitched together".

"This experience represents an key lesson as we explore the effective use of generative technology," said a spokesperson from McDonald's Netherlands.

The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various things that can go wrong during the Christmas break, with the theme "the most terrible time of the year".

The Movement of AI-Generated Ads

Campaigns that feature generative AI have emerged as a increasing trend among prominent companies, notably for the holiday period.

• Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
• Inherent Limitations: Because segments made using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
• Broader Implications: The video also provoked fears about job displacement in the production industry, with some critics pointing out it might affect work for actors.

Response from the Production Company

Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.

She stated, the production process required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any high-craft production".

"This wasn't an AI trick," Bridge asserted. "We consider it a film."

Divisive Audience Sentiment

While the McDonald's ad was largely criticized, the response for other AI-generated holiday ads has been divisive.

For instance, a recent AI-generated Christmas ad from another major brand according to analysis received a 61% "positive feedback" from online commenters.

However, several companies have likewise encountered scrutiny for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".

The incident illustrates the continuing conversation within the advertising and creative industries about the balance between new tools and audience reception.