McDonald's Netherlands Takes Down AI-Generated Holiday Commercial In the Wake of Backlash.

The global fast-food chain has taken down a Christmas advert produced via Artificial Intelligence after receiving considerable public disapproval.

The short film was created using AI-generated video and was first uploaded online for McDonald's Netherlands back on 6 December.

Social Media Response and Removal

Following its publication, audiences online criticized the employment of AI in the film. A number of called it "disturbing" and "poorly edited".

"This incident serves as an valuable lesson as we investigate the proper use of Artificial Intelligence," stated a representative from McDonald's Netherlands.

The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the festive season, using the theme "the worst time of the year".

The Movement of AI Commercials

Commercials that feature generative AI have become a rising trend among large corporations, especially for the Christmas season.

• Coca-Cola has also launched back-to-back AI-generated holiday commercials.
• Technical Challenges: Since videos made with generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
• Industry Concerns: The video also raised fears about automation in the creative sector, with some observers stating it could reduce opportunities for production staff.

Defense from the Creators

After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.

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

"This was not an AI gimmick," she said. "It was a film."

Mixed Audience Sentiment

While the McDonald's ad was predominantly panned, the response for other AI-assisted holiday ads has been varied.

For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a significant "positive feedback" from the public.

However, various brands have likewise faced backlash for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".

The episode illustrates the continuing conversation within the marketing and production industries about the trade-off between AI efficiency and creative integrity.