McDonald's Netherlands Removes AI-Generated Festive Advertisement After Public Outcry.

The global fast-food chain has removed a Christmas advert made via Artificial Intelligence after receiving widespread criticism on social media.

The 45-second spot was developed with the help of AI-generated video and was originally uploaded publicly for McDonald's Netherlands back on 6 December.

Social Media Response and Decision to Pull

Following its publication, viewers on social media lambasted the implementation of AI in the commercial. Many described it as "uncanny" and "poorly edited".

"This experience is an important learning as we explore the proper application of generative technology," said a spokesperson from the company.

The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that might go awry during the festive season, with the theme "the worst time of the year".

A Growing Movement of AI-Generated Ads

Campaigns that feature AI-created content have become a growing trend among large corporations, especially for the Christmas season.

• Another beverage giant has recently launched back-to-back AI-created Christmas ads.
• Technical Challenges: Since segments made using generative AI are more likely to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
• Broader Implications: The ad also raised concerns about the replacement of human roles in the creative industry, with some commenters noting it could affect work for actors.

Response from the Production Company

After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.

Bridge claimed, the development required "over a month and a half" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any standard production".

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

Mixed Audience Sentiment

While the McDonald's commercial was mostly panned, the response for other AI-assisted campaigns has been more mixed.

For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a 61% "favorable response" from online commenters.

However, other businesses have also received criticism for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".

The situation illustrates the ongoing debate within the marketing and production industries about the trade-off between AI efficiency and audience reception.