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Manila Bulletin devider Lifestyle devider Food devider McDonald's celebrates the human moments AI can't experience

McDonald's celebrates the human moments AI can't experience

New 'AI Wanna Taste It' campaign puts a playful spin on artificial intelligence while celebrating the memories and everyday moments shared over World Famous Fries

Published Jul 15, 2026 06:19 pm
(Photo: McDonald's PH)
(Photo: McDonald's PH)
For decades, McDonald’s fries have been part of everyday moments, from after-school hangouts and road trips, to movie nights and late-night food runs. Now, McDonald’s Philippines is looking at that experience through the lens of one of today’s biggest cultural conversations: artificial intelligence.
Its new campaign, “AI Wanna Taste It,” explores a simple idea. AI may be able to study human behavior, recognize patterns, and learn from countless experiences, but it cannot actually live them.
At the center of the campaign is a music video that imagines what artificial intelligence might discover after studying countless fry cravings and memories connected to McDonald’s fries. The campaign suggests that the appeal goes beyond taste, extending to the experiences people associate with them.
(Photo: McDonald's PH)
(Photo: McDonald's PH)
“AI is one of the defining conversations of our time, but we didn't want to tell another story about what AI can do,” said Ada Lazaro, chief marketing officer of McDonald’s Philippines. “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.”
Developed with Leo Manila, the campaign uses AI not as its centerpiece but as a way to highlight the value of human experiences.
“Technology is at its best when it helps us better understand people,” said Raoul Panes, chief creative officer of Leo Manila. “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.”
(Photo: McDonald's PH)
(Photo: McDonald's PH)
The campaign follows McDonald’s record-breaking fries sales during the most recent National Fries Day last July 10. The fast-food chain is continuing the celebration with McDo Fryday, a weekly Friday promotion running through the end of August. The offer includes BFF Fries and two McFloats for P199.
Blending live action with AI production, “AI Wanna Taste It” was directed by Joel Limchoc of Film Pabrika, with music composition by Loudbox Studios.
As artificial intelligence continues to evolve, the campaign returns to a human proposition: Technology can analyze the moment, but people are the ones who get to live it.

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