McDonald's Pulls AI-Created Christmas Ad In the Wake of Backlash.

McDonald's has taken down a Christmas advertisement produced via generative AI after facing considerable criticism on social media.

The 45-second ad was produced with the help of AI-generated video and was initially released online for the Dutch branch of McDonald's on 6 December.

Social Media Response and Removal

Following its publication, viewers on social media criticized the use of AI in the film. Many labeled it "uncanny" and "poorly edited".

"This moment represents an valuable learning as we investigate the effective application of Artificial Intelligence," commented a spokesperson from the company.

The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that often go badly over the festive season, using the slogan "not the most wonderful time of the year".

A Growing Movement of AI in Advertising

Campaigns that include AI-created content have emerged as a growing phenomenon among major companies, notably for the holiday period.

• Another beverage giant has recently released back-to-back AI-created holiday commercials.
• Technical Challenges: As clips produced using generative AI are prone to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
• Industry Concerns: The video also provoked concerns about the replacement of human roles in the production sector, with some critics pointing out it could affect opportunities for camera crews.

Defense from the Production Company

Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.

According to her, the creation took "seven weeks" and involved generating "numerous versions" which were then edited during the edit "just as we would on any standard production".

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

Divisive Audience Sentiment

While the McDonald's ad was predominantly criticized, the reception for some AI-generated campaigns has been divisive.

For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.

However, other businesses have likewise received scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".

The episode highlights the evolving discussion within the advertising and creative sectors about the balance between AI efficiency and creative integrity.