Chicago, Illinois – McDonald’s has announced that it is removing its Automated Order Taker technology from over 100 restaurants after videos showing flaws with the technology at the drive-thrus went viral. The fast-food chain had collaborated with IBM in 2021 to develop and deploy the AI software, but the partnership has now come to an end.
Initially, the use of generative AI was expected to revolutionize the restaurant industry by potentially replacing human jobs. However, McDonald’s decision to remove the AI order-taking technology indicates that the technology still has some limitations. Customers were introduced to the AI technology in 2021, as part of a global partnership between McDonald’s and IBM.
Under the partnership, IBM acquired McD Tech Labs, a company created by McDonald’s after acquiring the AI speech company Apprente in 2019. The goal was to develop and implement technology that could simplify operations for the crew and enhance the customer experience. While the technology was accurate about 85% of the time, human staff still had to assist with about one in every five orders.
Despite the initial optimism surrounding the AI technology, videos of customers struggling to use the Automated Order Taker surfaced on social media platforms like TikTok. These videos showed instances where the technology made errors in customers’ orders, leading to frustration and annoyance. As a result, McDonald’s made the decision to remove the technology from its drive-thrus.
Although the partnership between McDonald’s and IBM for the Automated Order Taker has ended, McDonald’s stated that it will continue to explore how technology can improve its workflow. The company expressed confidence that a voice ordering solution for the drive-thru will be part of its future restaurant technology. IBM also mentioned that it would continue to work with McDonald’s on various other projects.
McDonald’s first started using AI technology at its restaurants in 2019, installing 700 AI-powered menu boards with automated suggestive selling features. As the fast-food chain reevaluates its plans for AI technology, it remains committed to advancing its restaurant technology and exploring long-term solutions for enhancing the customer experience.
As technology continues to evolve, McDonald’s and other quick-service restaurant clients are looking into integrating AI technology to improve their operations and customer service. The removal of the Automated Order Taker may signal a shift in focus towards refining technology solutions that can effectively meet the needs of both the company and its customers.