McDonald’s has decided to cancel its two-year trial of voice-activated, algorithmic automated order-taking at all 100 drive-thrus that used it in partnership with IBM. The decision comes amid performance issues with IBM’s technology, including trouble receiving commands correctly in different accents and dialects, accuracy issues, and high operating costs. However, McDonald’s has expressed confidence in the future of self-service voice ordering technology and plans to continue evaluating scalable solutions with the help of Google Cloud in their strategic partnership.
Despite the cancellation of the AOT system, McDonald’s CEO Chris Kempczinski has indicated that IBM’s technology will still be integrated into their future plans. The company’s sale of AI-based speech recognition technology to IBM in 2021 was part of an effort to accelerate the deployment of AI voice command in their restaurants. Regulatory issues, specifically related to the Biometric Information Privacy Law (BIPA) in Illinois, may have influenced the decision to eliminate AOT at McDonald’s drive-thrus, as the company faced lawsuits alleging violations of BIPA by collecting user orders’ biometric data without their consent.
With various fast-food chains testing AI technology in their drive-thrus, the use of artificial intelligence and voice recognition in ordering systems is becoming more common. Companies like Panera, Del Taco, Wendy’s, and others have explored AI technologies for improving customer experience and operational efficiency. The integration of voice recognition technology raises concerns about data privacy and security, especially in light of previous legal challenges faced by McDonald’s.
Moving forward, McDonald’s plans to continue evaluating voice ordering solutions and exploring long-term scalable technologies that will enhance their restaurant operations and customer experience. The partnership with Google Cloud and the focus on enhancing digital ecosystems signify McDonald’s commitment to leveraging technology to drive innovation in the fast-food industry. As AI continues to evolve, the role of voice-based ordering technology in the future of fast-food chains will likely be a topic of ongoing discussion and scrutiny in the realm of data privacy and security.
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https://www.biometricupdate.com/202406/mcdonalds-pauses-ai-voice-ordering-system-developed-with-ibm