McDonald's Thailand / Thailand / 2023Digital & Tech
The Perfect Fried Chicken by AI.
McDonald’s Thailand used AI-generated attributes to frame its fried-chicken offer.
- Brand
- McDonald's Thailand
- Market
- Thailand
- Region
- Global
- Year
- 2023
The challenge
Fried chicken had lost popularity among Thai consumers over time.
The idea
McDonald's asked ChatGPT for ideal attributes, then matched its McFried Chicken to crispy, juicy, tasty recommendations.
Case study source: Branding in Asia Source ↗
Credits
- Brand
- McDonald's Thailand
- chief creative officer
- Sompat Trisadikun
- executive creative director
- Ariyawat Juntaratip
