McDonald's said on Wednesday that it had removed an AI-generated Christmas ad in the Netherlands after it was criticized online. The ad, titled "The Most Terrible Time of the Year," depicts Christmas chaos, with Santa caught in a traffic jam and a present-laden Dutch cyclist slipping in the snow. The message: retreat to a McDonald's restaurant until January and ride out the festive season. The AI-generated ad from sparked a (Mc)flurry of criticism on social media. "This commercial single-handedly ruined my Christmas spirit," said one user. "Good riddance to AI slop," posted another. McDonald's Netherlands issued a statement saying: "The Christmas commercial was intended to show the stressful moments during the holidays in the Netherlands. However, we notice — based on the social comments and international media coverage — that for many guests this period is 'the most wonderful time of the year.'" Melanie Bridge, CEO of The Sweetshop Films, which made the ad, defended its use of artificial intelligence. "It's never about replacing craft, it's about expanding the toolbox. The vision, the taste, the leadership...that will always be human," she said. She went on to say that people don't see the hours that went into creating the ad, referencing the 10 people who worked on it, which far exceeded a typical shoot. This, too, sparked an online debate. Emlyn Davies, from independent production company Bomper Studio, replied to the post: "What about the humans who would have been in it, the actors, the choir? Ten people on a project like this is a tiny amount compared to shooting it traditionally live action."
