Yum! Brands’ outgoing CEO has boldly declared that Artificial Intelligence is driving not merely a marketing evolution but a marketing revolution.
Speaking during the company’s second-quarter results on 5 August, the chief executive revealed that over 200 million AI-generated communications had already been sent this year, delivering up to five times the incrementality of traditional approaches.
This is not just marketing evolution. It’s a revolution, and they are only getting started, noting that the technology is opening up opportunities to create deeper, more personalised relationships with customers across the group’s global portfolio.
Personalised Marketing at Scale
A key area of focus for Yum! Brands has been harnessing AI to deliver highly tailored customer experiences. From one-to-one messages in advertising to bespoke menu suggestions within brand apps, the company has been finding ways to make every interaction more relevant.
The CEO spotlighted Pizza Hut UK as a prime example, citing the brand’s use of a proprietary platform designed to provide personalised item recommendations and enhance the consumer journey from start to finish.
The aim, they explained, is to ensure that every order feels curated for the individual, whether they are a loyal customer or a first-time visitor.
Digital Sales Break $9 Billion Mark
In the quarter ended 30 June 2025, Yum! Brands saw digital sales exceed $9 billion USD – around £7 billion GBP – accounting for 57% of its total sales mix.
With an increasingly digital-first approach, the company believes it is well-positioned to capture the efficiencies and opportunities that AI presents.
The quarter also saw the launch of Byte, a new digital platform that centralises supply chain operations across all Yum! Brands’ restaurants. By streamlining procurement and inventory management, Byte is designed to accelerate innovation and operational agility across the group’s diverse portfolio.
Navigating a Tough Global Market
While the consumer environment remains challenging, Yum! Brands’ leadership emphasised agility as a key strength. The company’s Chief Financial Officer – set to take over as CEO on 1 October – praised the teams for adapting playbooks quickly to address market pressures.
Against this backdrop, the business still managed to deliver 4% year-over-year worldwide sales growth. KFC was a standout performer, particularly in international markets. In the UK, KFC sales rose 5% year-over-year, bolstered by a mix of innovative menu launches and strategic cultural partnerships.
KFC UK: Cultural Relevance Meets Bold Creativity
The UK arm of KFC has been quick to tap into cultural trends to stand out in what its CMO describes as a crowded chicken market.
Notable initiatives include the launch of the Dirty Louisiana burger, which drove strong customer engagement, and a high-profile partnership with Limitless Live, the UK’s largest free music festival.
Alongside partnerships, bold and distinctive advertising has been central to KFC’s UK strategy. The brand’s ‘Believe in Chicken’ platform – now in its second iteration – aims to produce work that can’t be ignored, according to the UK CMO.
This commitment to unapologetically creative campaigns has helped the brand remain front-of-mind for British consumers.
Conclusion: A Digital-First Future
Yum! Brands’ embrace of AI is more than a technological upgrade – it’s a reimagining of how fast-food giants can connect with customers in a world where digital interactions increasingly shape brand loyalty.
With personalised marketing, innovative operational platforms, and culturally attuned campaigns, the company is demonstrating how global food brands can thrive even in turbulent markets.
As AI continues to rewrite the rules of engagement, Yum! Brands appear determined to lead the charge – armed with algorithms, creativity, and a clear appetite for change.
