McDonald’s Netherlands removes AI-generated Christmas ad after online backlash

McDonald’s Netherlands has taken down a 45-second Christmas advertisement that was created using generative artificial intelligence (AI). Released on December 6 on the company’s YouTube channel, the advert used AI-generated clips to depict holiday stresses and the idea that the season is better spent with McDonald’s. Viewers criticized the piece for its uncanny characters and the collage of many clips, with some calling it creepy and poorly edited. The company acknowledged the backlash and removed the video on December 9, stating that the moment served as a learning experience while exploring the effective use of AI. The advertisement was produced by Dutch agency TBWA Neboko and US producer The Sweetshop, and highlighted how campaigns can be created rapidly with AI compared to traditional long production cycles. Despite the controversy, some industry observers noted a generally positive sentiment toward AI-generated ads in other brands, such as Coca-Cola, though others like Valentino faced public criticism for similar approaches. The incident raised broader questions about AI’s impact on creative jobs and the quality of AI-assisted filmmaking.