Pepsi uses AI to let diners customise dishes in São Paulo

Brazil – Pepsi is inviting diners to co-create bold new dishes with its AI-powered campaign Your Bites, Your Rights. Launched at Pirajá, a Rio-style bar and restaurant in São Paulo, the experience swaps traditional menus for tablets, letting guests mix ingredients via voice command.

From sausage stroganoff to vegan moqueca sandwiches, the AI tool generates digital dish images, which chefs then bring to life in real time. The campaign, developed by creative agency Ampfy, aligns with Pepsi’s Better With brand positioning by spotlighting experimental food pairings.

‘The Your Bites, Your Rights campaign brings Pepsi’s irreverence to the table and shows the brand as a choice full of personality,’ said Diego Bastian, head of carbonated beverages marketing at PepsiCo Brazil, in a press release. ‘From the surprise of the AI-generated images to the excitement of tasting something completely new, this action redefines brand experience.’

For more insights on the role AI is already playing in the food industry, read our analysis of Dutch Design Week 2024: AI Nourished Foodscapes.