In its latest ad, McDonald’s Philippines is turning to AI to explore what makes human experiences unique.
In the fast food brand’s latest campaign, “AI Wanna Taste It,” a woman enjoys her fries before opening the fictional ChipAI app and asking, “Why are McDonald’s fries so good?”
As she finishes her question, the scene cuts to CHIP, an AI character with an oppa energy, introducing himself, “I am AI. I can do anything you can possibly imagine.”
A music video-style montage follows, showing CHIP in a dreamlike world as he surfs through waves of rainbow colors, navigates a futuristic city, crosses a calculator-like bridge, and literally sits on top of the world.
When the woman finishes asking her question, CHIP appears before her—although she remains unaware of his presence—and explains that he has “read everything” about the product. “Those fresh, crispy, golden, world-famous fries. The data implies humans got it bad for McDonald’s fries,” he says.
“I almost understand. Almost,” he adds, before seemingly turning into stone while human diners—all unaware of him—enjoy their fries.
CHIP then breaks into song, singing, “I’m lovin’ it, and AI wanna taste it,” as he observes humans sharing moments over fries: a barkada food trip, a romantic date, a mother and daughter bonding, a student pulling an all-nighter, a road trip, lolas at an afternoon picnic, a tropa beach getaway, a football team taking a break, and an office worker resting on a bench.
He is then transported into a busy city, where skyscrapers display scenes of people enjoying their fries.
The ad ends with CHIP sitting across from the woman, attempting to touch a fry—only for his hands glitch. He pauses in thought before the screen displays the message: “Hey Human, enjoy those World Famous Fries.”
In a press release, McDonald’s Philippines explained that its campaign is a means to “celebrate something beautifully human,” adding, “AI is one of the defining conversations of our time, but we didn’t want to tell another story about what AI can do.” The campaign was developed with Leo Manila, which said it “intentionally reframes the role of AI—not as the centerpiece, but as a lens that highlights the value of real human experiences.”
The ad’s Facebook caption also underwent several changes as the campaign made the rounds online. When it was first posted on July 12 at 1:45 PM, the caption included the line: “So iconic that it’s got AI rapping about it.” The caption was updated on July 13 at 10:42 a.m. to “Celebrate being human with #WorldFamousFries #LoveKoTo,” before another update on July 15 at 12:06 a.m. highlighted “The golden taste that no one can resist” and “The world loves bonding over our #WorldFamousFries #LoveKoTo.”
The changes came as the campaign drew mixed reactions, with discussions centering on the use of AI in a message about human experiences. Some viewers saw the concept as a self-aware way of showing the limits of technology, while others questioned the irony of using AI in a campaign that emphasizes humanity.
The discussion also prompted comparisons with the brand’s previous ads, many of which have become iconic for their emotional, deeply human storytelling centered on family, relationships, and everyday moments.
The campaign also prompted responses from rival fast-food brands, which joined the AI conversation through their own wordplay. Chowking posted an image of its Shanghai item with the “SHANGHAI” label, with “AI” crossed out. The caption read, “Yes, may AI rin kami. Lumpiang Shang-AI.”
Burger King also shared an image of its fries with the text “AI want to taste realness,” with the “A” blurred. Its caption read: “Why listen to AI when you’re craving realness,” using the hashtag #ServingFriesRealness.
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