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Golden arches and artificial intelligence seemed like a recipe for the future, but McDonald’s is putting the brakes on its AI drive-thru experiment, for the time being at least. After a two-year trial in over 100 restaurants, the fast-food giant announced it will discontinue its partnership with IBM for voice-activated ordering systems.
The news comes via an email sent to franchisees on Thursday and obtained by Restaurant Business. “After a thoughtful review, McDonald’s has decided to end our current partnership with IBM on AOT [Automated Order Taking], and the technology will be shut off in all restaurants currently testing it no later than July 26, 2024,” stated Mason Smoot, chief restaurant officer for McDonald’s USA, in the message.
While the reason for the split with IBM remains undisclosed, Smoot did emphasize that McDonald’s isn’t giving up on AI for drive-thrus altogether. “While there have been successes to date, we feel there is an opportunity to explore voice ordering solutions more broadly,” he continued. The company reportedly aims to make a “well-informed decision on a future voice ordering solution by the end of the year.”
Hiccups in the Drive-Thru
The decision likely stems from challenges encountered during the trial. While some customers may have enjoyed the novelty of interacting with an AI assistant, others have found the technology frustrating. Misinterpretations of orders or difficulties understanding accents have led to delays, customer dissatisfaction, and videos that have gone viral showcasing the glitching AI in the drive-thru.
Despite the end of the IBM partnership, McDonald’s will likely explore the potential of AI in its operations, probably looking to collaborate with a different tech company, or maybe they’re re-evaluating their approach to AI-powered ordering altogether.
Fst food chains have been experimenting in some form or looking to experiment with AI to cut down on labor costs. Some chains using AI in the drive-thru include; Checkers and Rally’s, Hardee’s, Carl’s Jr., Krystal, Wendy’s, Dunkin and Taco Johns. Chipotle ha a robot named the Autocado in it’s California test kitchen. It prepares the avocados, slices, cores and peels 25 pounds at a time.
McDonald’s trial run with voice-ordering systems has likely provided valuable data for them to consider as they consider their usage of AI in the future. It’s just a matter of time until every chain uses AI in some form.
