F&B Brands Tap TikTok & AI for Next‑Gen Engagement

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Leading F&B brands are embracing a powerful new marketing playbook—blending TikTok humor, influencer content, AR experiences, and AI-driven personalization—to capture Gen Z attention and boost conversions.

Social video dominates: TikTok and Instagram are fertile ground, with #foodcontent on TikTok hitting 660 million views   . Viral humor, UGC, and influencer collabs are driving engagement—food influencer marketing is expected to grow 42% in 2025.

AR is also key. McDonald’s “Taste the Future” campaign lets users scan packaging or visit in‑store to unlock virtual cooking tutorials and meal-design experiences—boosting personalization and increasing social shares.

Meanwhile, AI powers hyper-personal recommendations. For example, Coca‑Cola’s AI vending machines suggest drinks based on past orders, and Starbucks uses AI in its rewards program to tailor offers—heightening retention and sales.

At the retail level, Kraft Heinz’s AR recipe finder and Pepsi’s interactive machines let consumers actively explore products—driving in-store dwell time and conversions.

“AI-driven personalization at scale… allows brands to tailor offers to the right person at the right time,” notes Crafted’s 2025 F&B marketing guide.

A further WARC report shows 47% of F&B executives are reviewing business continuity plans bi‑annually to respond to fast-moving trends.

As F&B marketing evolves, success hinges on leveraging short-form video, immersive AR, influencer trust, and AI personalization—marketers who integrate all will seize higher engagement and loyalty in 2025.