Insider Spotlight
The fast-food chain is using the AI trend to reinforce the human connections that have helped make its World Famous Fries a staple across generations.
That thinking underpins "AI Wanna Taste It," the company's latest campaign, which imagines artificial intelligence analyzing millions of fry cravings, shared meals and memories before arriving at a simple realization: while AI can understand patterns, only people get to live the moments behind them, a company release said.
"AI is one of the defining conversations of our time, but we didn't want to tell another story about what AI can do," McDonald's Philippines chief marketing officer Ada Lazaro said.
"Instead, we wanted to celebrate something beautifully human. AI can recognize why millions of people love our World Famous Fries, but appreciation and experience are two different things. We hope the campaign reminds people not to take those simple, everyday moments for granted—because they're still uniquely ours to enjoy."
Why it matters
As AI becomes a recurring theme in advertising, brands are increasingly using the technology to tell stories that resonate emotionally rather than showcase its capabilities. McDonald's Philippines positions AI as a creative lens that reinforces the enduring value of shared human experiences.
Developed with Leo Manila, the campaign centers on a music video that blends live action with AI-assisted production, reframing the technology as a storytelling device instead of the centerpiece.
"Technology is at its best when it helps us better understand people," said Leo Manila chief creative officer Raoul Panes.
"AI itself can never be truly human. It simply follows the data wherever it leads. And after analyzing millions of fries moments, the next logical question becomes, 'What do they taste like?' That's a reminder that while AI can learn from our experiences, it still can't replace them. Some things are meant to be lived, not just analyzed."
The context
The campaign follows record-breaking Fries sales during last year's National Fries Day, the company said. McDonald's is also continuing its McDo Fryday promotion until the end of August, offering a BFF Fries and two McFloat bundle for P199 every Friday.
Blending live action with AI production, the campaign video was directed by Joel Limchoc of Film Pabrika, with music composed by Loudbox Studios.
McDonald's Philippines, which operates more than 860 stores nationwide, said the initiative reinforces the idea that while AI can analyze experiences, people remain the ones who truly live them. — Princess Daisy C. Ominga| Ed: Corrie S. Narisma
