McDonald's Netherlands Takes Down AI-Generated Holiday Commercial After Backlash.

McDonald's has removed a Christmas advert made with AI after encountering significant criticism on social media.

The 45-second ad was produced using AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.

Viewer Reaction and Removal

Shortly after its release, viewers on social media lambasted the employment of AI in the advert. Many called it "creepy" and "poorly edited".

"This incident represents an key learning as we examine the proper application of AI," said a representative from the company.

The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that can go wrong during the Christmas break, using the slogan "not the most wonderful time of the year".

A Growing Trend of AI Commercials

Campaigns that feature AI tools have become a rising trend among prominent corporations, notably for the holiday period.

• Coca-Cola has also released back-to-back AI-generated holiday ads.
• Inherent Limitations: Because segments produced with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be roughly short in length.
• Industry Concerns: The video also provoked concerns about the replacement of human roles in the advertising industry, with some critics pointing out it could affect opportunities for actors.

Defense from the Production Company

Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.

Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then crafted afterward "just as we would on any high-craft production".

"This was not an experiment," Bridge asserted. "It was a finished piece."

Mixed Public Reception

While the McDonald's ad was mostly panned, the response for some AI-generated holiday ads has been varied.

For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis received a significant "positive feedback" from online commenters.

However, several companies have also received scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".

The incident illustrates the evolving conversation within the marketing and production industries about the trade-off between technological innovation and creative integrity.