McDonald's Netherlands Pulls AI-Generated Christmas Ad In the Wake of Public Outcry.

McDonald's has removed a holiday advert created with generative AI after facing widespread online backlash.

The 45-second ad was developed with the help of generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.

Social Media Criticism and Removal

Following its publication, audiences online criticized the employment of AI in the advert. Several described it as "disturbing" and "jarringly assembled".

"This experience serves as an valuable lesson as we explore the appropriate use of generative technology," commented a statement from McDonald's Netherlands.

The advert was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry during the Christmas break, under the tagline "not the most wonderful time of the year".

The Trend of AI in Advertising

Adverts that feature AI-created content have become a increasing trend among major companies, particularly for the holiday period.

• Coca-Cola has similarly launched back-to-back AI-generated Christmas commercials.
• Inherent Limitations: Since segments produced with current AI video tools are prone to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
• Industry Concerns: The video also provoked fears about automation in the advertising industry, with some observers pointing out it might affect work for actors.

Defense from the Production Company

After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.

Bridge claimed, the creation took "seven weeks" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any standard production".

"This wasn't just an experiment," she commented. "It was a proper commercial."

Mixed Public Reception

While the Dutch McDonald's ad was mostly criticized, the reception for some AI-generated holiday ads has been divisive.

For instance, a consecutive AI-created holiday ad from another major brand according to analysis achieved a 61% "positive sentiment rating" from online commenters.

However, several companies have likewise encountered backlash for employing the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".

The situation highlights the ongoing conversation within the marketing and creative industries about the trade-off between new tools and creative integrity.