McDonald's Abandons AI Drive-Thru Voice Ordering After Viral Mishaps
McDonald's, a global fast-food giant, has announced the removal of its AI-driven Automated Order Taker (AOT) technology from over 100 drive-thru locations. This decision follows a series of viral mishaps that highlighted the system's shortcomings and customer frustrations.
A High-Tech Collaboration
In 2021, McDonald's entered into a global partnership with IBM to develop and deploy an AI voice recognition system intended to streamline drive-thru operations. This collaboration saw IBM acquiring McD Tech Labs, an entity McDonald's established after purchasing the AI speech company Apprente in 2019. The goal was clear: to create an automated voice ordering solution that would simplify operations for the crew and provide a faster, enhanced experience for customers.
Performance and Expectations
The initial promise of the AI system was significant. McDonald's CEO, Chris Kempczinski, stated in June 2021 that the voice recognition technology achieved an accuracy rate of approximately 85%. Despite this high accuracy, human intervention was required for roughly 20% of orders. This figure indicated that while the technology showed promise, it was not yet capable of fully autonomous operation.
Going Viral for the Wrong Reasons
Despite its potential, the AI order-taking technology faced significant hurdles during its test phase. The most notable issues came to light through viral videos on social media platforms like TikTok, where users shared their frustrating experiences. These videos showcased a range of errors, from misinterpreted orders to adding unwanted items.
One viral video featured a woman attempting to order water and a cup of vanilla ice cream, only for the system to add four ketchup packets and three butter packets to her order. In another instance, a user recounted how her order for one large cup of sweet iced tea resulted in the AI adding nine cups of iced sweet tea instead. These errors not only caused annoyance but also highlighted the technology's limitations in understanding and processing human speech accurately.
Decision to Remove AI Systems
In response to these challenges, McDonald's informed its franchise operators on Thursday that the AI order-taking technology would be removed from over 100 drive-thru locations. This marked the conclusion of the testing period conducted in collaboration with IBM.
A McDonald's spokesperson confirmed the decision, emphasizing that the company remains committed to exploring technological solutions that can improve its workflow and customer experience. "As we move forward, our work with IBM has given us the confidence that a voice ordering solution for drive-thru will be part of our restaurants' future," the spokesperson told Business Insider. "We see tremendous opportunity in advancing our restaurant technology and will continue to evaluate long-term, scalable solutions that will help us make an informed decision on a future voice ordering solution by the end of the year."
IBM's Continued Involvement
Despite the setback with the Automated Order Taker technology, IBM expressed its ongoing commitment to working with McDonald's. In a statement, IBM highlighted the proven capabilities of the technology, noting its fast and accurate performance under demanding conditions. The company also mentioned that it is now in discussions and pilots with several other Quick-Serve Restaurant clients interested in the AOT technology.
A Legacy of Innovation
McDonald's foray into AI technology began as early as 2019. The company installed 700 AI-powered menu boards featuring an automated suggestive selling feature, which used AI to recommend additional items to customers based on their orders. This early adoption of AI indicated McDonald's willingness to innovate and integrate advanced technology into its operations.
The Road Ahead
While the removal of the AI drive-thru voice ordering system marks a setback, McDonald's and IBM remain optimistic about the future of AI in quick-service restaurants. Both companies are committed to refining and enhancing the technology to ensure it meets the high standards required for widespread implementation.
As McDonald's continues to explore advanced technological solutions, it aims to strike a balance between innovation and reliability, ensuring that future systems can deliver a seamless, error-free experience for customers. The lessons learned from this testing phase will undoubtedly inform the development of more robust and accurate AI solutions in the future.
In conclusion, while the current iteration of the AI order-taking system did not meet expectations, it has provided valuable insights and a foundation upon which McDonald's and IBM can build more effective technologies. The fast-food giant's commitment to leveraging technology to improve operations and customer experience remains unwavering, signaling a future where AI plays a pivotal role in its service delivery.