KFC vs The Machine: It Takes Courage to Prove AI Wrong

KFC Canada, in collaboration with Toronto-based creative agency Courage, is redefining the boundaries of advertising and consumer engagement with a bold new campaign that taps into the power of artificial intelligence. Challenging the machine to match the brand’s iconic fried chicken recipe, Courage proved once again that KFC's offering is truly unparalleled in taste and quality.

In a move that merges cutting-edge technology with brand authenticity, KFC Canada enlisted AI to analyse the most highly-rated fried chicken recipes available online. The challenge was simple: could AI replicate KFC’s beloved fried chicken recipe? As expected, the AI-generated recipe fell short in comparison to KFC’s tried-and-tested approach.

With the AI-generated recipe on hand, KFC decided to put the two versions to the ultimate test and create a blind taste test, offering participants the opportunity to sample both the AI-inspired chicken and the brand's world-renowned fried chicken without any bias. The results were clear: KFC’s chicken remained the winner, reinforcing its position as the fried chicken leader.

"We know that credibility isn't claimed, it's earned," said Jordan Sequeira, senior marketing manager, brand & communications at KFC Canada. “This creative enabled us to prioritise meaningful, granular engagement with our fans, making them a core part of our brand and story – from the recipes already online to testing the best that AI had to offer, they were an integral part of the idea.”

The campaign, released today, documents the real-time reactions of taste test participants as they experience the challenge first-hand. The 90-second spot showcases the moment of discovery as participants try the AI-generated fried chicken, followed by the genuine article, reinforcing the message that KFC is, and will always be, the superior choice.

“What I love about his idea is that it isn’t just using AI for the sake of making something with AI,” says Dhaval Bhatt, co-CCO at Courage Inc. “It’s using it to make a bigger point that not only will appeal to a lot of people, but also serves the business objectives of driving KFC’s taste and quality scores in a super relevant and engaging way.”

Keen to take it a step further, KFC Canada is extending the challenge beyond the blind taste test and inviting fried chicken fans to weigh in and determine the true champion.

On March 19th KFC will host a public event at one of its Toronto-based restaurants, where consumers can participate in the challenge themselves and vote on which recipe truly deserves the title of “best fried chicken.”

This open invitation allows KFC fans to engage with the campaign in a deeper way, further solidifying their connection to the brand and empowering them to be part of the brand’s story.