NEW YORK CITY, NY – McDonald’s is saying goodbye to its AI-powered drive-thru experiment in partnership with IBM. The fast-food giant made the decision to end the global collaboration, which tested artificial intelligence technology at selected drive-thru locations since 2021.
While the current automated order taker test with IBM is wrapping up, McDonald’s hinted at the possibility of exploring voice ordering solutions more broadly in the future. The Chicago-based company expressed confidence in a voice ordering solution for its drive-thrus, stating that it will continue evaluations to make an informed decision by the end of the year.
AI integration in fast-food chains has been a growing trend, with many companies looking to enhance efficiency and reduce costs. Wendy’s and White Castle are among those who have partnered with tech companies like Google Cloud and SoundHound AI to introduce AI-driven solutions in their operations. Likewise, Panera, Arby’s, and Popeyes have adopted voice assistant technology at select locations.
In the U.K., Popeyes recently launched its first AI-powered drive-thru named “Al” with impressive accuracy rates reported during a pilot program. However, success with AI-powered drive-thrus has not been universal. McDonald’s automated order taker with IBM faced criticism due to issues with order accuracy, as customers took to social media to document misinterpreted orders and mishaps.
Videos circulating on social media platforms like TikTok showcase instances where the drive-thru assistant struggled to accurately place orders, leading to humorous yet frustrating situations for customers. Sources familiar with the technology mentioned challenges such as interpreting various accents and dialects that impacted order accuracy, although McDonald’s and IBM did not provide specific comments on the matter.
IBM, while ending its AI drive-thru test with McDonald’s, indicated ongoing discussions and pilot programs with other quick-serve restaurant clients interested in similar automated order taker technology. The automated order technology is set to be deactivated in McDonald’s locations testing it by July 26, 2024, as reported by trade publications.
Despite the conclusion of their AI drive-thru partnership, McDonald’s and IBM will continue collaborating on other projects. McDonald’s also recently forged a partnership with Google Cloud to implement generative AI across key business priorities in its global restaurants, showcasing the company’s ongoing commitment to leveraging technology for operational enhancements.