McDonald’s has removed an AI-generated Christmas advertisement in the Netherlands after it drew criticism online.
The ad, titled «the most terrible time of the year,» showed stressful holiday scenes such as Santa stuck in traffic and a cyclist slipping on snow and suggested people escape the festive season by going to McDonald’s until January. Social media reactions were negative, with some users saying it hurt their Christmas mood and criticizing the use of generative AI, The Guardian reported.
In a statement issued Wednesday, McDonald’s Netherlands said the commercial was meant to reflect holiday stress. Still, it acknowledged that many people view the period as «the most wonderful time of the year,» citing social comments and international media coverage.
Melanie Bridge, CEO of Sweetshop Films, which made the ad, defended the use of AI on LinkedIn, saying it was intended to expand creative tools and that the project took significant time and staffing. Her comments also prompted debate, including criticism from Bomper Studio’s Emlyn Davies, who questioned the reduced number of people involved compared with a traditional live-action production.
