McDonald’s ends AI drive-thru experiment after customer struggles
McDonald’s ends AI drive-thru experiment after customer struggles
McDonald’s is ending its ambitious trial of AI-powered drive-thru ordering systems. Public difficulties and customer frustrations have reached a breaking point. The fast-food giant had been testing automated order-taking (AOT) technology in over 100 locations since 2021. However, the experiment will conclude in July.
The Chicago-based company aimed to determine if an automated voice ordering system could streamline operations and enhance customer experiences. Despite the initial promise, the system’s performance fell short in real-world conditions. Viral videos revealed multiple instances where the AI misinterpreted orders. This includes one notable incident where a single drink request was mistakenly processed as nine drinks.
McDonald’s stated:
“The goal of the test was to determine if an automated voice ordering solution could simplify operations for crew and create a faster, improved experience for our fans. Through our partnership with IBM, we have captured many learnings and feel there is an opportunity to explore voice ordering solutions more broadly.”
The collaboration with IBM will continue. However, it will not not in the current form of the AOT program. McDonald’s Chief Restaurant Officer, Mason Smoot, communicated to franchisees that while there were successes, a broader exploration of voice ordering solutions will be pursued. The company plans to reassess the technology and make an informed decision on a future solution by the end of the year.
McDonald’s reported to CNBC in 2021 that the AI had an 85% accuracy rate, but real-world application proved challenging. Despite these setbacks, McDonald’s remains optimistic about the potential of AI in drive-thru systems.
“Our work with IBM has given us the confidence that a voice ordering solution for drive-thru will be part of our restaurants’ future,” McDonald’s noted.
IBM, which is also testing the AOT system with other fast-food partners, described the technology as having comprehensive capabilities and being fast and accurate under demanding conditions. The tech company remains a trusted partner for McDonald’s, contributing to various aspects of their global system.
The decision to end the current AOT experiment highlights the complexities and challenges of integrating advanced AI solutions into everyday consumer interactions, particularly in fast-paced environments like drive-thrus.
Source: Restaurant Business Online
McDonald’s ends AI drive-thru experiment after customer struggles