In December 2025, McDonald's Netherlands released a Christmas advertisement titled "It's the Most Terrible Time of the Year, " created entirely by artificial intelligence. The ad sought to present a humorous and unconventional perspective on common holiday mishaps, diverging from the traditional warm and joyful themes typical of festive commercials. However, it swiftly faced widespread criticism for its unsettling visuals and bleak tone, which many viewers found jarring and contrary to the usual Christmas spirit. The advertisement depicted various holiday disasters, but its somber and disturbing mood failed to resonate, leaving audiences feeling uncomfortable and disappointed by its lack of festive cheer. The negative backlash was rapid and pronounced on social media and in public discourse. Marketing expert Andrew Witts attributed the ad's failure to the absence of human oversight during its creation. He explained that while AI can generate content quickly and creatively, it lacks the nuanced understanding of human emotions and cultural context needed to evoke appropriate feelings, especially during sensitive occasions like Christmas. According to Witts, the campaign missed its emotional mark because AI neglected the human condition, resulting in a cold and alienating product rather than one that felt warm and inclusive. Responding to the growing criticism, McDonald's Netherlands promptly removed the advertisement from YouTube and other digital platforms to mitigate damage to its brand image.

This swift action underscored the company's recognition of the need to align marketing messages with audience expectations and emotional sensitivities. Witts also noted that while advertising controversies can sometimes boost visibility, negative sentiment can inflict long-term harm on a brand’s reputation. He urged brands to exercise caution when employing generative AI in marketing, particularly in emotionally and culturally significant campaigns. The incident highlighted the crucial role of human judgment in guiding AI to produce work that is not only innovative but culturally aware and emotionally resonant. This episode with McDonald's Netherlands serves as a cautionary example for companies using generative AI in advertising, illustrating the risks of overreliance on AI without adequate human intervention, especially where emotional connection and cultural sensitivity matter. As AI technology advances and its role in creative industries grows, marketers must balance leveraging its capabilities with preserving the essential human touch that engages and moves audiences. The case also sparked broader discussions within the marketing community about the ethical and practical limitations of AI in creative processes. Professionals debated the need for frameworks to govern AI’s marketing use, emphasizing that AI should augment creativity but not replace the emotional intelligence and cultural insight humans provide. In conclusion, McDonald's Netherlands’ failed campaign highlights both the promise and the pitfalls of AI-generated advertising content. It illustrates the necessity for brands to combine technological innovation with careful human oversight to ensure campaigns resonate positively, especially during emotionally significant times like Christmas. Moving forward, companies must thoughtfully integrate AI into their creative workflows to enhance, rather than dilute, their connection with consumers.