Ad Campaigns
McDonald’s India leverages AI to launch ‘The Signature Collection’
Mumbai: Ever imagined a McDonald’s burger in AI? McDonald’s India – North and East has leveraged generative artificial intelligence (AI) to launch its new ‘Signature Collection’ of gourmet burgers. The brand has launched the ‘Imagined in AI’ campaign, bringing to life gourmet burgers by combining user-provided inputs with AI-generated visuals, offering customers a unique, interactive experience with the brand along with a chance to avail exciting offers.
Each McDonald’s customer becomes a culinary expert figuratively, as they use an AI chatbot to imagine a gourmet burger. The chatbot will prompt users to select from a diverse range of ingredients from classic favourites to unique, exotic options, and creative combinations to craft a gourmet burger that brings gastronomical dreams to life. Through this initiative, McDonald’s aims not just to engage customers but also involve them by inculcating their imagination in its upcoming collection much ahead of the official launch.
Once customers have imagined their signature burgers, they get the chance to join the exclusive McDonald’s Signature Collection Club* and avail exclusive offers.
How to participate
. To participate, customers can click the link: ‘Imagined in AI’ to access the AI chatbot.
. Start imagining McDonald’s Signature burgers, after agreeing to general T&Cs.
. Imagine all ingredients (bun, patty, exotic veggies).
. Voila, welcome to the Signature Collection Club.
. Customers can collect their reward card from their nearest McDonald’s restaurant (in North and East India).
The Signature Collection of burgers will be available across select McDonald’s restaurants in North and East India starting 4 September 2024 and will be gradually available across the rest of the restaurants in the region.
*For limited customers, first-come-first basis.
*Kindly read the terms and conditions on their website- https://mcdindia.com/terms-conditions/
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
