McDonald’s is ending its AI drive-thru order-taking technology, which was created in partnership with IBM for testing. Despite this, McDonald’s believes in the potential of voice ordering solutions and plans to continue evaluating long-term options. The company had previously invested in AI by acquiring Apprente in 2019 and later partnering with IBM to advance growth. IBM acquired McD Tech Labs, established after the Apprente acquisition, to improve its work with Watson, an AI system used in various industries.
McDonald’s CEO Chris Kempczinski expressed confidence in IBM’s expertise in developing customer service solutions using AI and natural language processing to enhance automated order-taking technology. Prior to the IBM partnership, McDonald’s had been testing automated voice-ordering technology in Chicago, with some challenges such as employee intervention. A recent check by BTIG analyst Peter Saleh with franchisees in Illinois found that the accuracy of the voice ordering system was below the desired level for broader adoption.
Other fast-food chains like Wendy’s, Taco Bell, White Castle, Taco John’s, and Carl’s Jr. and Hardee’s have also experimented with AI drive-thru ordering. Rally’s and Checkers have successfully implemented this technology in hundreds of locations, even offering Spanish language ordering. IBM plans to work with other quick-service chains interested in automated ordering technology while continuing its partnership with McDonald’s.
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https://www.qsrmagazine.com/story/mcdonalds-stops-testing-ai-voice-ordering-at-drive-thru/
