Since 1974, Burger King has brandished the slogan “Have it Your Way” in one way or another, with menu order customizations always being welcomed. Fifty years later, the company takes the next step to let patrons have it their way. Using the power of artificial intelligence, fans can come up with their very own Whopper and the ultimate personalization. Best of all, the brightest idea will net one lucky creator a “whopping” $1 million prize.

This contest takes advantage of the world’s sweeping obsession with AI and namely AI art to create countless ideas for a new burger mix. It also inevitably leaves room for some ridiculous concepts like a candied whopper, but creative freedom means that the contest provides an insane amount of organic marketing on behalf of the brand. $1 million is a small price to pay when it comes to internet marketing mania, and Burger King seems to be happy to sharing some of its royal wealth.