In a surprising turn of events, McDonald’s has decided to withdraw its AI order-taking technology from over 100 drive-thru locations, marking the end of a trial phase conducted in partnership with IBM. This decision was confirmed by a McDonald’s spokesperson, ending a collaboration that started in 2021 when McDonald’s embarked on a global partnership with IBM to streamline its drive-thru operations.
The collaboration was born out of McDonald’s acquisition of Apprente, an AI speech company, in 2019. Following the acquisition, McDonald’s created McD Tech Labs to develop and deploy the AI order-taking system. The objective was to see if an automated voice ordering solution could simplify operations for staff and provide a quicker, improved experience for customers.
Despite initial optimism, McDonald’s CEO Chris Kempczinski revealed in a June 2021 interview with CNBC that the voice-recognition technology achieved an accuracy rate of approximately 85%. This meant that human intervention was required for about one in every five orders, a significant obstacle for achieving the desired efficiency.
The AI system’s limitations became evident through various customer experiences, which quickly gained attention on social media platforms like TikTok. Many users shared videos of their frustrating interactions with the Automated Order Taker. For instance, one customer reported that her simple order of water and vanilla ice cream was misinterpreted by the AI, which added four ketchup packets and three butter packets to her order. Another user recounted ordering a single large cup of sweet iced tea, only for the AI to mistakenly add nine cups to her order.
These issues led McDonald’s to reevaluate the practicality of the technology in its current form. However, the company remains optimistic about the potential of AI in enhancing its operations. “As we move forward, 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 stated to Business Insider. The company is committed to exploring long-term, scalable solutions and expects to make a well-informed decision on the future of voice ordering technology by the end of the year.
IBM, while acknowledging the end of this specific trial, expressed its continued support for McDonald’s technological advancements. “This technology is proven to have some of the most comprehensive capabilities in the industry, fast and accurate in some of the most demanding conditions,” IBM stated. The company remains engaged with McDonald’s on various projects and is in discussions with several other Quick-Serve Restaurant clients interested in the Automated Order Taker technology.
McDonald’s initial foray into AI technology began as early as 2019, with the installation of 700 AI-powered menu boards featuring an automated suggestive-selling capability. Despite the recent setback, the fast-food giant’s commitment to leveraging technology to enhance customer experience and streamline operations remains unwavering.
As McDonald’s continues to explore and refine its use of AI, the lessons learned from this phase of the drive-thru experiment will undoubtedly inform its future technological endeavours. The company is determined to find a solution that balances efficiency and accuracy, ultimately delivering a seamless experience for its customers.
