McDonald’s is putting the brakes on its experiment with AI-powered drive-thru ordering, at least for now. The move comes after social media erupted with tales of hilarious and frustrating AI malfunctions.
Struggles with accents and dialects lead to frustration
McDonald’s confirmed it will end its partnership with IBM in more than 100 restaurants on the “Automated Order Taker” (AOT) system by July 26th, according to a memo sent to franchisees. Launched in 2021, the AOT aimed to streamline operations by taking voice-activated orders. While McDonald’s acknowledges some successes, challenges arose, particularly with accuracy. Sources familiar with the technology cited difficulties interpreting various accents and dialects, leading to order errors. The company declined to comment on these specific issues.
Moving forward, but not giving up on AI
Despite ending the IBM partnership, McDonald’s remains interested in AI for drive-thru ordering. “Our work with IBM has given us confidence that a voice ordering solution will be part of our future,” the company stated. They plan to evaluate long-term solutions and make a decision by year-end. IBM said it will collaborate with McDonald’s on “a variety of other projects.” The tech giant is also reportedly in talks with other fast-food chains regarding the AOT technology.
Eyes on Google
While the future of McDonald’s AI drive-thru remains to be seen, Google’s role sparks curiosity. At its investor day in December, McDonald’s announced a new partnership with Google Cloud, but neither company has offered details on what it will entail. Analysts speculate Google’s involvement could lead to a replacement for IBM’s technology.
Fast food industry embraces automation
McDonald’s isn’t alone in exploring AI for drive-thru experiences. White Castle and Wendy’s are also testing similar technologies. Meanwhile Chipotle and Yum Brands have been leaders in both Robotics and AI investments in recent years.
McDonald’s broader automation efforts
The AOT experiment represents just one facet of McDonald’s automation push. The company also offers mobile ordering, in-store kiosks, and has explored drone delivery, kitchen robots, and AI hiring tools.
