McDonald’s seeks to actively engage customers by incorporating their creative ideas. Credit: New Africa / Shutterstock.

McDonald’s India – North and East is set to use generative artificial intelligence (gen AI) for its new Signature Collection Gourmet Burgers.

The brand has unveiled its “Imagined in AI” campaign, which creates gourmet burgers through a mix of customer inputs and AI-generated visuals.

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Through the new initiative, McDonald’s customers can play the role of a culinary expert by using an AI chatbot to design their ideal gourmet burger.

The chatbot will guide users in choosing from a wide array of ingredients, including classic favorites, unique and exotic options, and imaginative combinations, allowing them to create a gourmet burger that turns their culinary dreams into reality.

Through the initiative, McDonald’s seeks to actively engage customers by incorporating their creative ideas into the upcoming collection well before its official release.

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The Signature Collection of burgers will debut at select McDonald’s locations in North and East India on 4 September 2024, and will progressively become available at other restaurants in the region.

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In August 2023, McDonald’s India unveiled its inaugural airport drive-through restaurant in Mumbai, Maharashtra.

The new outlet, the country’s first airport drive-through restaurant, is situated at Terminal 2 of Mumbai’s international airport and will operate 24/7. The restaurant features four self-ordering kiosks, a dine-in area and a takeaway counter.