McDonald’s India (North and East) new ‘Signature Collection,’ will feature gourmet burgers crafted with the help of artificial intelligence (AI). Its ‘Imagined in AI’ campaign is designed to create a more engaging and personalised experience for customers.

Every customer will figuratively become a culinary expert as they interact with an AI chatbot that guides them through creating their own gourmet burger. The chatbox will present a range of ingredients, from the familiar and classic to the unique and exotic, allowing customers to mix and match according to their tastes. After selecting the ingredients, the AI will generate a visual representation of the custom burger, bringing the customer’s creation to life on the screen.

This campaign makes the customer a part of the creative process by involving them in the design of these gourmet burgers. The campaign also includes opportunities for customers to access special offers, making the experience even more rewarding.

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The Signature Collection of gourmet burgers will be available at select McDonald’s locations in North and East India starting September 4, 2024. Following the initial launch, these gourmet options will gradually roll out to more restaurants across the region, giving more customers the chance to try these AI-inspired creations.