McDonald's: Magic Stories

McDonald’s debuts Magic Stories, an AI-powered storytelling experience within the Family interface of the McDonald’s app in the Netherlands. Magic Stories transforms each visit – whether dine-in or delivery – into a personalised, animated story starring the family themselves. Over time, these stories become magical memory lanes that families can revisit again and again. In today’s hyper-competitive landscape, consumer loyalty is harder to earn, as rising expectations have reshaped how people engage with brands. By merging the enchantment of storytelling with generative technology, McDonald’s aims to deepen its connection with families. The app uses AI to craft stories that feel uniquely personal and magical. By blending user interaction with advanced algorithms and generative visuals, Magic Stories transforms the everyday into something extraordinary - giving families a fresh, playful way to connect. The experience is embedded within the McDonald’s app. Each time a family visits McDonald’s or uses Family Mode, they unlock a new 'magic item' - a virtual collectible that adds narrative twists to their story. Based on the family’s engagement in the app and optional prompts, a unique story is generated, centred on the family’s daily adventures.