McDonald’s has decided to discontinue its automated drive-thru systems after encountering significant issues with its AI technology. This move comes after a collaboration with IBM, starting in 2021, aimed to streamline ordering processes but faced challenges.
The emergence of generative AI was predicted to destroy jobs in several sectors of the economy, including restaurant service.
As it happens, it’s still not quite there.
As part of the conclusion of an IBM test period, McDonald’s informed franchise operators on Thursday that it is eliminating AI order-taking equipment from more than 100 drive-thrus.
In a statement, a McDonald’s representative verified the choice, stating that the technology was first made available to customers in 2021 when the fast food chain partnered with IBM worldwide.
As part of the collaboration, IBM purchased McD Tech Labs, which McDonald’s founded in 2019 after acquiring Apprente, an AI speech startup.
To “ascertain if an automated voice ordering solution could simplify operations for crew and create a faster, improved experience for our fans,” the two firms created and implemented the technology during the test period.
In June 2021, Chris Kempczinski, the CEO of McDonald’s, stated to CNBC that while voice recognition technology was correct approximately 85% of the time, one in five orders required assistance from human staff.
However, the mistakes made by the AI became viral online.
Last year, videos of drive-thru patrons having trouble using the Automated Order Taker became viral on TikTok. Some clients claimed that their orders were confused by the technology, which annoyed and frustrated them.
In one video, a woman was seen trying to place an order for a cup of vanilla ice cream and water. Although the AI system recognized those goods, it added three packages of butter and four packets of ketchup to her order by mistake.
In another video, a user on TikTok claimed that although she had only requested one large cup of sweet iced tea, nine glasses of the beverage had been added by the AI-powered system.
McDonald’s announced that it will keep looking into ways that technology might enhance its workflow, even though its collaboration with IBM on Automated Order Taker has come to an end.
“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,” McDonald’s said in a statement. “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 declared that it would carry on working on other projects with McDonald’s.
“This technology is proven to have some of the most comprehensive capabilities in the industry, fast and accurate in some of the most demanding conditions,” the company said in a statement. “While McDonald’s is reevaluating and refining its plans for AOT, we look forward to continuing to work with them on a variety of other projects.”
The press release stated that “IBM also is now in discussions and pilots with several Quick-Serve Restaurant clients who are interested in the AOT technology.”
According to the National Restaurant News, McDonald’s started implementing AI technology in their restaurants as early as 2019. It set up seven hundred AI-driven menu boards with an automated feature for suggestive selling.
Last year, GreatGameIndia reported that a Department of Labor investigation found 10-year-old boys working at McDonald’s until 2 am and tracked a 69% increase in illegally employed children since 2018.
