“The most god-awful ad I’ve seen this year.”
That’s what viewers called McDonald’s AI-generated Christmas commercial. Within days of posting it, McDonald’s Netherlands pulled the video and disabled comments.
The McDonald’s AI ad backlash is a perfect case study in why AI-generated content keeps failing with audiences. And honestly, it matters beyond just advertising, because it shows something important about how we all react to AI-created content.
The quick answer: The ad failed because AI video tools still can’t escape the “uncanny valley.” Characters looked almost human but not quite right. Movements were unnatural. Viewers immediately noticed something was off, even if they couldn’t articulate exactly what. The lesson for anyone using AI: it works best as an assistant, not a complete replacement for human creativity.
Here’s what happened and why it matters.
What Sparked the McDonald’s AI Ad Backlash
McDonald’s Netherlands released the ad on December 6, 2025, titled “It’s the most terrible time of the year.” The concept played on how December and the run-up to Christmas can be stressful, positioning McDonald’s as a sanctuary from holiday chaos.
The problem? The execution was entirely AI-generated. And viewers noticed immediately.
Comments flooded in calling the characters “uncanny” and “creepy.” Critics described it as “like a visual seizure, full of grotesque characters, horrible color grading, and hackneyed AI approximations of basic physics.” One Instagram commenter summed up a bigger concern: “No actors, no camera team…welcome to the future of filmmaking. And it sucks.”
By December 9, McDonald’s had disabled comments on YouTube. Shortly after, they pulled the video entirely. In a statement to BBC News, McDonald’s Netherlands said the moment served as “an important learning” as they explore “the effective use of AI.”
Why McDonald’s AI Ad Failed So Badly
This McDonald’s AI ad isn’t the first time an AI-generated ad has sparked outrage. Valentino got called out for “cheap” and “lazy” AI advertising. Even Coca-Cola’s AI Christmas ad, while slightly better received, still divided audiences.
The core issue comes down to something called the “uncanny valley.” When something looks almost human but not quite right, our brains find it deeply unsettling. AI-generated videos haven’t escaped this problem yet.
There’s also a technical limitation. AI video clips tend to distort the longer they run, so even a 45-second ad requires stitching together many short clips. Viewers notice the choppy transitions, even if they can’t articulate exactly what feels off. If you’re curious about how AI video tools actually work, check out our guide to AI video creation.
The Job Displacement Concern Behind the McDonald’s AI Ad
Beyond the visual issues, viewers expressed frustration about what AI ads mean for creative workers. Traditional ad production involves actors, camera operators, directors, editors, and many others. A fully AI-generated ad cuts all of them out.
The production company behind the McDonald’s AI ad, The Sweetshop, defended their work. CEO Melanie Bridge said the team had been “awake for weeks” refining prompts, arguing “AI didn’t ‘make’ McDonald’s Christmas ad. We did.”
But critics pointed out that even if humans operated the AI tools, the traditional creative jobs were still eliminated. This tension between AI efficiency and human employment isn’t going away. For more on how companies are thinking about AI and jobs, see our coverage of why one AWS CEO called replacing workers with AI “dumb”.
What the McDonald’s AI Ad Means for You
Even if you’re not making commercials, this story highlights something worth knowing: people can tell when content is AI-generated, and many don’t like it.
If you’re using AI tools for your own projects, whether for writing, images, or video, the lesson here is about transparency and quality. AI works best as a helper, not a complete replacement. The McDonald’s AI ad failed partly because it tried to replace human creativity entirely rather than augment it.
For everyday AI users, this is also a reminder that the technology has limitations. Tools like ChatGPT and Claude are incredible for drafting and brainstorming, but the final product usually needs human polish. The same principle applies to AI video tools. For more on how AI writing tools work best, check out our AI writing assistant guide.
Will AI Advertising Get Better After McDonald’s AI Ad?
Almost certainly yes. The technology improves rapidly. Coca-Cola’s AI ad, while controversial, received a 61% positive sentiment rating according to analytics firm Sprout Social. That’s not universal approval, but it’s not the disaster McDonald’s experienced either.
The companies that succeed with AI advertising will likely be those that use it strategically rather than as a complete replacement for human creativity. A hybrid approach, where AI handles some production elements while humans provide creative direction and quality control, might be the sweet spot.
For now, though, the McDonald’s AI ad backlash shows that audiences aren’t ready to accept fully AI-generated content, especially during emotionally important moments like the holidays.
Common Questions About the McDonald’s AI Ad
Why did the McDonald’s AI ad look so weird?
AI video tools struggle with consistency over time. Characters’ features can shift, movements look unnatural, and the overall effect falls into the “uncanny valley” where things look almost human but not quite right.
Is all AI-generated advertising bad?
Not necessarily. AI can be effective for certain types of content, especially abstract visuals or when combined with human oversight. The backlash tends to happen when AI tries to replicate realistic human scenarios.
Should brands stop using AI for ads after McDonald’s AI ad failure?
The smarter approach is probably using AI as one tool among many rather than the entire production pipeline. Audiences respond better to AI-assisted content than fully AI-generated content.
Related Reading
Want to understand more about how AI works and where it falls short? Check out these guides:
- AI Writing Assistant for Beginners – How to use AI as a helper, not a replacement
- AI Video Creation Without a Camera – What’s actually possible with AI video tools
- Why Newer AI Models Are Worse at SEO – More on AI limitations
- AI YouTube Channels: The Truth About Faceless Content – How viewers react to AI content
New to AI tools? Start with our Start Here page for beginner-friendly guides.
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