McDonald’s has decided to discontinue its trial of an artificial intelligence (AI)-assisted ordering system at select drive-through locations after videos showcasing order errors gained widespread attention online.
The fast food giant’s move to end the AI-powered voice-ordering system, which was operational in approximately 100 outlets, underscores the challenges restaurant chains face as they seek to integrate technology to reduce labor costs.
Launched in 2021 in collaboration with IBM, the pilot aimed to streamline the ordering process at select drive-through restaurants in the United States. The news was first reported by the trade publication Restaurant Business.
“While there have been successes to date, we feel there is an opportunity to explore voice ordering solutions more broadly,” stated Mason Smoot, McDonald’s USA chief restaurant officer, in an email cited by Restaurant Business. Smoot added that, “after a thoughtful review, McDonald’s has decided to end our current partnership with IBM on AOT, and the technology will be shut off in all restaurants currently testing it no later than July 26, 2024.”
Despite the setback, McDonald’s expressed confidence in the future of AI in their operations. “Our work with IBM has given us the confidence that a voice ordering solution for drive-thru will be part of our restaurants’ future,” the company said in a statement to various US media outlets.
McDonald’s emphasized its commitment to advancing restaurant technology, stating, “We see tremendous opportunity in advancing our restaurant technology and will continue to evaluate long-term, scalable solutions that will help us make an informed decision on a future voice ordering solution by the end of the year.”
The decision to end the partnership comes after TikTok users posted videos showing the AI system making numerous errors, such as picking up orders from the wrong cars, duplicating orders, and creating unusual food combinations like ice cream with ketchup and butter.
Other major US fast-food chains, including Chipotle, Wendy’s, Carl’s Jr, Taco Bell, and Pizza Hut, are also exploring AI systems to enhance efficiency and reduce costs. In April, Joe Park, the technology chief at Yum Brands—owner of KFC, Pizza Hut, and Taco Bell—told the Wall Street Journal that the company believes an “AI-first mentality works every step of the way.”
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