McDonald's has decided to end its trial of AI-powered drive-thru ordering systems across more than 100 locations in the United States.
The decision comes after mixed results and customer complaints, although the company remains optimistic about the future of AI in its operations.
Key Takeaways
- McDonald's ends AI drive-thru trial in over 100 US locations.
- The trial was part of a partnership with IBM initiated in 2021.
- Customer complaints and technical issues led to the decision.
- McDonald's plans to explore other AI solutions by the end of the year.
- Other fast-food chains are also experimenting with AI technologies.
The AI Drive-Thru Experiment
McDonald's began testing AI-based order systems in 2021 as part of a collaboration with IBM. The technology aimed to streamline the ordering process by using an AI voice to take customer orders. However, the trial faced several challenges, including technical glitches and customer dissatisfaction.
Customer Complaints and Technical Issues
The AI systems were criticised for adding incorrect items to orders. Viral videos on social media platforms like TikTok showed instances where the AI added multiple unwanted items, such as hundreds of dollars worth of McNuggets or erroneous butter packets. These issues led to widespread customer frustration and negative publicity.
Decision to End the Trial
McDonald's informed its franchisees that the AI systems would be removed by 26 July 2024. Despite the setbacks, the company remains committed to exploring AI solutions. Mason Smoot, Chief Restaurant Officer for McDonald's USA, stated that the company would make an informed decision on future voice-ordering solutions by the end of the year.
Industry-Wide AI Adoption
McDonald's is not alone in its pursuit of AI technology. Other fast-food chains like Wendy's, Hardee's, Carl's Jr, and Del Taco are also testing AI in their drive-thrus. Yum Brands, the parent company of Taco Bell and KFC, has adopted an "AI-first mentality" to improve customer service and reduce labour costs.
Future Prospects
Despite the end of the current trial, McDonald's continues to see potential in AI technologies. The company has partnered with Google to develop a chatbot named "Ask Pickles" for employee training and other uses. McDonald's aims to advance its restaurant technology and evaluate scalable solutions for future implementation.
Conclusion
While the AI drive-thru trial faced significant challenges, McDonald's remains optimistic about the role of AI in its future operations. The company plans to continue exploring various AI solutions to enhance customer experience and operational efficiency.
Sources
- McDonald’s ends AI drive-thru trial as fast-food industry tests automation | McDonald's | The Guardian, The Guardian.
- McDonald's to end AI drive thru experiment after errant orders, New York Post.
- McDonald's AI drive-thru order test with IBM to end, company says, USA Today.
- McOver! McDonald’s ends its AI program for drive-throughs but says it could return in future | The Independent, The Independent.
- McDonald’s AI drive-thru test with IBM is ending , Nation's Restaurant News.
