Time: 2024-06-18
McDonald's is taking a step back from artificial intelligence technology at the drive-thru, removing its Automated Order Taker technology from over 100 restaurants where it had collaborated with IBM to develop and deploy the AI software. The decision came after videos showcasing flaws with the technology at McDonald's drive-thrus went viral, leading the fast-food chain to end its two-year partnership with IBM in an effort to explore voice ordering solutions more broadly. Despite initial hopes that generative AI would revolutionize industries, including restaurants, McDonald's has decided to remove the AI order-taking technology from drive-thrus.
While the AI technology was meant to speed up the ordering process and create a faster, improved experience for customers, public reception has been mixed. Videos on platforms like TikTok have shown confused customers receiving incorrect orders due to miscommunications with the AI system. McDonald's Chief Restaurant Officer for the USA, Mason Smoot, mentioned in an email that the company plans to make an informed decision on a future voice-ordering solution by the end of the year. Despite some setbacks, McDonald's remains optimistic about the potential of AI in enhancing the drive-thru experience for customers.
McDonald's has demonstrated a longstanding interest in AI technology, having acquired AI firms like Apprente and Dynamic Yield in previous years to improve order-taking processes and enhance personalization for customers. The company has also invested in expanding its presence in Silicon Valley and establishing McD Tech Labs to drive innovation in restaurant technology. Collaborations with IBM and other chains like Wendys and Dunkin' have highlighted the potential for AI to transform drive-thru operations, despite the recent decision to remove AI technology from over 100 McDonald's locations.
As McDonald's continues to evaluate long-term, scalable solutions for voice ordering at drive-thrus, the company remains committed to advancing its restaurant technology. The use of AI in drive-thrus has the potential to streamline operations and enhance customer experiences, ultimately shaping the future of fast-food dining. With ongoing developments in AI technology and its applications in the food industry, McDonald's and other chains are poised to leverage innovation to meet the evolving needs of customers and drive growth in the competitive fast-food market.
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