AI has officially entered the creative process. From visuals and scripts to fully generated commercials, brands are experimenting with AI at a rapid pace. Some campaigns have impressed audiences with speed and novelty. Others, however, have sparked such strong backlash that brands were forced to pull their ads entirely.
One of the most talked-about examples?
Netherlands’ McDonald’s AI-generated holiday ad.
So what happened—and why did people react so strongly?
When an AI Ad Breaks the Emotional Contract
During the holiday season, McDonald’s released an ad entirely generated by AI. Almost immediately, audiences voiced discomfort and disappointment. Viewers described the spot as cold, unsettling, and lacking the warmth typically associated with holiday advertising. The reaction was so negative that McDonald’s ultimately removed the ad altogether (The Guardian, 2025).
What’s important here isn’t just that the ad used AI — it’s how audiences interpreted that choice.
Research shows that consumers react differently when they know content is AI-generated. People tend to perceive AI-made ads as less sincere and less emotionally authentic compared to human-created content (Burrow, 2025). In emotionally charged moments like the holidays, that perceived lack of humanity becomes especially noticeable.
In the case of McDonald’s, the issue wasn’t technical quality — it was emotional disconnect. Viewers didn’t feel the care, intention, or human touch they expected from a brand that has historically leaned into nostalgia and warmth.
Why People React Differently to AI vs. Human-Created Ads
So why does AI trigger this response?
According to psychological research, consumers naturally associate human-created advertising with effort, empathy, and lived experience (Burrow, 2025). AI-generated content, on the other hand, is often perceived as optimized rather than felt. Even when AI mimics emotion, audiences can sense when something feels manufactured rather than meaningful.
This psychological response explains why AI ads are often judged more harshly:
- They feel less trustworthy
- They evoke weaker emotional engagement
- They raise questions about brand intent
When people believe a brand chose efficiency over empathy, resistance grows — especially in cultural or emotional contexts.
Not All AI Ads Fail — But Context Is Everything
That said, AI isn’t the villain. Industry analysis of recent AI campaigns shows that AI can work when it’s used intentionally and transparently — especially for experimentation, humor, or rapid iteration (Ad Age, 2025).
The most successful AI-driven ads share a few things in common:
- Humans still lead the creative strategy
- AI supports execution, not emotion
- The tone matches the use of technology
In contrast, fully AI-generated ads that aim to replicate warmth, nostalgia, or cultural emotion — like McDonald’s holiday spot — are more likely to backfire.
The Bigger Issue: Authenticity and Trust
At the core of the AI debate is trust.
Advertising isn’t just about visuals or copy — it’s about connection. People want to feel understood, not processed. When AI fully replaces the human voice, consumers may question whether a brand truly understands its audience or is simply chasing efficiency.
This becomes even more critical in culturally driven marketing, where nuance, lived experience, and representation matter deeply. AI can assist, but it cannot replace cultural intelligence.
So… Is AI in Advertising a Yay or a Nay?
The answer is: it depends on how it’s used.
AI is powerful when it accelerates ideas, enhances production, and supports creative teams. It becomes risky when it replaces human judgment, emotional awareness, and cultural sensitivity.
The future of AI in advertising isn’t about choosing between humans and machines. It’s about balance.
At Vaquero, we believe AI should amplify creativity — not strip it of meaning. Technology is a tool. Humanity is the strategy.