McDonald's PH launches AI pop star to celebrate the human side of sharing fries

McDonald's Philippines is embracing artificial intelligence to highlight something it says technology can never replace: the human experience of sharing its World Famous Fries.

Developed with Leo Manila, the fast-food chain's latest campaign, "AI wanna taste it", introduces Chip, an AI pop star fascinated by humanity's enduring obsession with McDonald's Fries. The campaign launched following National Fries Day and centres on a music video that explores the emotional connections people form over food, from after-school snacks and movie nights to late-night cravings and road trips.

Rather than positioning AI as the hero, the campaign uses the fictional character to underscore the limits of technology, suggesting that while AI can analyse consumer behaviour and conversations, it cannot experience the joy, memories or relationships associated with sharing food.

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"For generations, McDonald's Fries have been part of everyday moments that people genuinely look forward to - so much so that in the age of AI, we now have an abundance of data that points to one undeniable truth: humans love McDonald's Fries. This led us to an interesting tension: technology can analyse those moments, but it can never actually experience them. That's what inspired this idea: McDonald's Fries are so good, even AI wants them," said Ada Almendras-Lazaro, CMO of McDonald's Philippines.

The campaign reflects a growing trend of brands incorporating AI into creative storytelling, while shifting the narrative away from the technology itself and towards human emotion and connection.

Raoul Panes, chief creative officer at Leo Manila, said the concept emerged from examining the product through the lens of AI.

"The campaign idea started with the strength of the product. We asked ourselves: if AI could study every conversation, craving, ritual and memory surrounding McDonald's Fries, what would it discover? That question eventually led to an AI character we fondly call Chip, through whose eyes we celebrate the uniquely human enjoyment behind every fry moment," he said.

Over the coming weeks, Chip will continue appearing across McDonald's Philippines' social media channels as the character attempts to understand why fries represent more than taste alone, but are tied to shared experiences and personal memories.

Margot Torres, managing director of McDonald's Philippines, said the campaign builds on a long-standing truth about the brand's role in consumers' lives despite advances in technology.

"What we love about this idea is that it starts with a truth people already know. Our fries have been part of countless moments in people's lives. While technology may change how we live, the connections we share, the memories we create, the simple moments we look forward to - these remain timeless," she said.

"Technology also changes how we communicate and connect, but enjoying McDonald's fries together remains the same since we opened our first McDonald's store in Morayta, Manila in 1981 up to today with over 860 stores in the Philippines."

As part of the campaign, McDonald's Philippines will also dedicate every "Fryday" from 17 July to 28 August, encouraging customers to gather over World Famous Fries through a series of activations.

The campaign combines live-action filmmaking with AI production. It was directed by Joel Limchoc of Film Pabrika, with music composed by Loudbox Studios.

Step into PR Asia Philippines 2026 on 9 September in Manila, where communications leaders will unpack the realities of trust, nationalism, misinformation, and polarisation shaping the country’s evolving narrative landscape.

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