McDonald's Netherlands Takes Down AI-Generated Festive Advertisement Following Online Criticism.

McDonald's has taken down a Christmas advertisement created using AI following receiving considerable criticism on social media.

The brief ad was produced with the help of AI video tools and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.

Audience Reaction and Removal

Shortly after its release, viewers on social media lambasted the implementation of AI in the film. A number of labeled it "creepy" and "poorly edited".

"This incident serves as an important learning as we investigate the proper use of generative technology," said a spokesperson from the company.

The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly during the holidays, using the slogan "not the most wonderful time of the year".

The Trend of AI in Advertising

Adverts that incorporate AI tools have emerged as a increasing trend among large corporations, particularly for the holiday season.

• Coca-Cola has recently released back-to-back AI-created holiday commercials.
• Inherent Limitations: Since segments produced with current AI video tools are susceptible to distort the longer they run, most such clips tend to be about a few seconds in length.
• Industry Concerns: The video also sparked fears about job displacement in the production sector, with some commenters pointing out it could reduce work for production staff.

Defense from the Production Company

Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.

She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".

"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."

Divisive Public Reception

While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been varied.

For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.

However, various brands have likewise received criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".

The incident underscores the evolving conversation within the advertising and creative industries about the balance between technological innovation and human craftsmanship.