McDonald's Takes Down Artificial Intelligence Holiday Commercial After Backlash.

McDonald's has pulled a Christmas commercial created via AI after encountering significant online backlash.

The short ad was developed using generative AI clips and was originally released online for the Dutch branch of McDonald's on 6 December.

Viewer Reaction and Removal

Shortly after its release, commenters lambasted the employment of AI in the film. Many called it "disturbing" and "jarringly assembled".

"This moment is an important learning as we explore the appropriate use of AI," said a representative from the company.

The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that often go badly over the holidays, with the slogan "the most terrible time of the year".

A Growing Phenomenon of AI Commercials

Commercials that incorporate generative AI have become a rising phenomenon among major corporations, especially for the Christmas season.

• Coca-Cola has similarly released consecutive AI-generated holiday ads.
• Inherent Limitations: Because videos created using generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be only short in length.
• Broader Implications: The video also provoked concerns about the replacement of human roles in the production industry, with some commenters noting it might reduce opportunities for actors.

Response from the Creators

Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.

Bridge claimed, the creation took "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".

"This wasn't an experiment," Bridge asserted. "We consider it a finished piece."

Divisive Public Reception

While the McDonald's commercial was mostly criticized, the response for some AI-assisted campaigns has been divisive.

For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from the public.

However, other businesses have also encountered scrutiny for employing AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".

The situation illustrates the continuing discussion within the marketing and creative sectors about the balance between AI efficiency and creative integrity.