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

McDonald's has removed a holiday advertisement made via AI after encountering widespread online backlash.

The short spot was produced with the help of AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.

Audience Reaction and Removal

Following its publication, commenters denounced the use of AI in the film. A number of described it as "disturbing" and "awkwardly stitched together".

"This moment represents an key learning as we examine the appropriate application of generative technology," said a statement from the company.

The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry during the festive season, under the slogan "the worst time of the year".

The Movement of AI Commercials

Adverts that feature AI-created content have emerged as a rising trend among major companies, especially for the holiday campaign season.

• Coca-Cola has recently launched back-to-back AI-generated holiday ads.
• Technical Challenges: Since segments produced using current AI video tools are susceptible to distort the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
• Broader Implications: The video also provoked worries about job displacement in the production sector, with some critics stating it could affect opportunities for camera crews.

Response from the Production Company

After the video's removal, a producer's CEO, Melanie Bridge, stood by the project.

She stated, the production process took "over a month and a half" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".

"This was not an AI gimmick," she said. "The result was a proper commercial."

Divisive Public Reception

While the McDonald's commercial was mostly criticized, the sentiment for other AI-generated campaigns has been more mixed.

For instance, a recent AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.

However, several companies have likewise faced scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".

The episode illustrates the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.