By Amy Houston, Senior Reporter

June 7, 2023 | 4 min read

The burger has had the same recipe since it was launched on the menu in the late 60s.

McDonald’s is getting on the artificial intelligence (AI) hype with this latest campaign that wants to prove that one of its menu items is the Goat.

When the brand asked ChatGPT what the most iconic burger in the world was, the answer was clear. The chatbot said that while there are other well-known patties around the world, the Big Mac was most likely the most globally recognized. In other words, it was ‘A.I’m Lovin’ It’.

“Big Mac is the only McDonald’s sandwich sold all across the globe, offering the same recipe since the year it was launched on the menu,” said Sérgio Eleutério, marketing director at McDonald’s Brasil.

“It is an iconic sandwich that has won over consumers’ palates and keeps on delivering a tasty experience coupled with unique and memorable moments to our clients. No wonder it’s AI’s “favorite” sandwich too.”

The ad was created by and will be amplified by a fun out-of-home activation that sees ChatGPT’s answer crafted to look like a bun, patty and lettuce.

Phil Daijó, creative executive director at, added: “We searched for the easiest way to explore artificial intelligence, even in the campaign’s visual, in order to preserve the simplicity and highlight ChatGPT’s answer. After all, if even a robot claims that Big Mac is iconic, we shouldn’t ignore this result.”

Jon Evans, chief customer officer at System1 doubts real audiences love these ads as much as the industry thinks, read his thoughts here.

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