KFC ‘A.I.nything for the Taste’ Case Study

WISH IDIDTHAT September 2025 – View Showcase

ABOUT THE WORK
KFC aimed to enter the world of generative AI, but not as just another brand using a bot. The challenge: craft an AI that had personality. While most AI focuses on productivity, KAIIA was built around curiosity. We had to translate something intangible — the taste of KFC —into a personality-driven experience that stayed true to the brand. The goal wasn’t just communication, but connection. Not just answers, but something shared and generative.

The Idea
What if AI didn’t just learn from logic, but from South African experiences? KAIIA was trained on two key ingredients: advanced machine learning and local nuance. Her persona wasn’t just written; it was shaped to reflect her cravings, attitude and curiosity. She asks as many questions as she answers. At her core, KAIIA is a mirror, designed to give and take in equal measure.

Execution
Powered by Google Gemini Flash 2.0, integrated through Firebase and enhanced with custom API connections, KAIIA lives as a character-driven AI that feels authentic. Her voice avoids corporate filler; she speaks like your friend. She can flirt, roast, or reminisce, always in her tone.

We implemented generative UX to bring personality to every interaction. A question about Zinger Wings might result in a poem. A chat about cravings could unlock a custom playlist or a surprise voucher. She doesn’t just reply, she riffs, reacts and reciprocates.

APIs powering nearest store locations and dynamic media enable her to deliver personalised moments in real-time. KAIIA isn’t just an assistant, she’s a flavourful force built for conversation, conversion and connection.

Results
In just over a week, KAIIA engaged with tens of thousands of South Africans.

• Sharing over 9,334 spicy conversations with consumers.
• Creating 900+ AI assets — images, playlists & store locations.
• Chatting nonstop for more than 7 days — that’s 609,467 seconds of engagement.
• Achieving a 33.2% engagement rate, with 517 repeat visits.
• Connecting with 485 new users — genuine sign-ups, not just impressions.
• Becoming SA’s first QSR AI LLM — trained on local nuance, seasoned to connect.

More than just numbers, KAIIA created memorable KFC moments, boosting taste obsession across SA.

CREDITS
Client/Brand: KFC South Africa
Marketing Manager: Emma Coville, Mukundi Munzhelele
Brand Manager Media: Wandisile Nkabinde
Social Media Brand Manager: Vongai Mumbula
Public Relations: Andra Nel
Executive Head of Marketing: Grant Macpherson

Agency: Ogilvy South Africa
Managing Partner: Joy Turnbull
Chief Creative Officer: Kabelo Moshapalo, Pete Case
Executive Creative Director: Tristan Vogt, Snooze Kambuwa
Managing Director: Melissa Carney , Tracey Edwards
Project Management:  Carla Fine, Natalie Choate
Account Management: Carla Fine, Stanley Munashe, Nicole van Strijp, Sasha Mahlalela
Development: Graham Talbot, Abed Matini, Mujaaheed Bowren, Shan Gray, Keegan Frank, Thulani Rikhotso , Tim Smith
Creative Director: Stuart Ponton
Creative Partner: Galaletsang Kgoathe, Mpumi Guliwe
Art Director: Kurt Linaker, Graeme van Jaarsveld, Liam Stainbank
Designer: Neo Mashigo
Agency Producer: Debbie Dannheisser
UX Designers: Maputla Leseke , Vuyani Ntozini, Aqeelah Kadar, Lurene Pelzer, Celine Margison
Motion Graphic Designer: Tiisetso Mosala
Writer: Chris Hojem, Tiffany Morris, Nkanyiso Nxumalo, Genesis Shirindza
Strategist: Qamani Nyewe, Kurt Jossie, Jessica Boonzaier

Production Partner: (Not an IDIDTHAT member)

Data: Tafadzwa Chisina, Mzwandile Masani
SEO: Nick Kruger
Content Lead: Gorata Phefo
Creative Content Manager: Tshiamo Phalane
Community Manager: Lutho Deliwe

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.