Burger King invites users to dream up weird Whoppers with AI

BK takes “have it your way” to another level with Generative AI…

Burger King is taking ideas from fans for how to top a Whopper and using AI to visualize their dream recipes.

The campaign, which includes a $1 million prize, asks fans to build their burger on a microsite, with the option to add between three and eight toppings. Each topping is submitted as a text prompt, and fans are encouraged to be weird about it. Once completed, an AI companion named “Grilliam” will generate a downloadable image of the creation.

Ad Age tested the platform by creating a Whopper made up of a beef patty, lettuce, pancake, popcorn, falafel, gummy worms and blueberry jam. And while the AI did not perfectly illustrate this creation—no falafel, surprise raspberries, gummy worms were sludge and the pancake was golden and made of corn—it did produce a high-quality image of something that has certainly never before been seen. This could prove helpful in galvanizing fans to share their burgers on social media.

To further entice fans, Burger King has tied the campaign to a contest to win $1 million. In “The Million Dollar Whopper Contest,” three finalists will be selected and flown to Burger King headquarters, where they can adjust their recipes before those creations appear on menus around the country for a limited time. Finally, one of the finalists will be awarded the $1 million prize.

Full story at AdAge.