The Fast-Food Giant Removes Artificial Intelligence Christmas Ad After Online Criticism.

McDonald's has removed a Christmas commercial made via generative AI after facing significant public disapproval.

The brief film was created via AI-generated video and was originally uploaded online for McDonald's Netherlands on 6 December.

Viewer Reaction and Removal

Soon after it aired, audiences online denounced the use of AI in the commercial. Many called it "disturbing" and "poorly edited".

"This incident serves as an important lesson as we explore the proper application of AI," said a statement from the company.

The advert was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that might go awry over the Christmas break, using the tagline "the worst time of the year".

The Trend of AI Commercials

Commercials that incorporate generative AI have emerged as a growing trend among prominent companies, especially for the Christmas campaign season.

• Another beverage giant has recently launched consecutive AI-generated Christmas ads.
• Inherent Limitations: Because segments produced using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
• Broader Implications: The ad also provoked worries about automation in the creative industry, with some critics noting it might negatively impact opportunities for production staff.

Defense from the Creators

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

Bridge claimed, the development took "seven weeks" and involved generating "thousands of takes" which were then edited afterward "in the same way we would on any high-craft production".

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

Divisive Audience Sentiment

While the Dutch McDonald's commercial was mostly panned, the reception for other AI-generated campaigns has been divisive.

For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.

However, several companies have also received criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".

The situation underscores the continuing discussion within the marketing and production industries about the trade-off between AI efficiency and audience reception.