McDonald’s removed a 45-second AI-generated Christmas ad

McDonald’s removed a 45-second Christmas video, entirely generated using AI tools, following strong reactions on social media. Users called the video “unnatural” and “creepy” due to the odd movements of the characters and the noticeable “stitching” of many short AI clips. The company acknowledged that the incident served as an “important lesson” in exploring responsible ways of working with AI.

The video, created by the agency TBWA\Neboko and the production company The Sweetshop, depicted stress and family conflicts during the holidays under the slogan “the worst time of the year,” presenting McDonald’s as a “quiet haven” amidst the chaos. Amid viewers’ criticism and professionals’ concerns about AI’s impact on employment in the industry, the video was removed just three days after its release. The situation reignited a discussion about the boundaries of using generative AI in advertising and the creative industry.