Too many customers ordering at McDonald’s AI-powered drive-thru’s have been singing “I can’t get no satisfaction!”
Too much confusion and too many botched orders have led to the fast-food giant firing its AI help. After a lengthy review process, it has called it quits on its automated ordering process.
McDonald’s had initially partnered with IBM in 2021 to implement an automated order-taking (AOT) technology in over 100 locations but Mason Smoot, chief restaurant officer for McDonald’s USA, said in an email obtained by trade publication Restaurant Business, “While there have been successes to date, we feel there is an opportunity to explore voice ordering solutions more broadly.”
The AI system, while innovative, faced challenges in accurately understanding and processing customer orders, which led to a less than optimal experience for both customers and staff. Customers expect a seamless and efficient service and AI was failing in the delivery of satisfaction.
However, the company is not giving up on an Ai-automated system; it plans to refine its approach to AI and voice ordering solutions, aiming to make an informed decision on a future system by the end of the year.
“The goal of the test was to determine if an automated voice ordering solution could simplify operations for crew and create a faster, improved experience for our fans,” McDonald’s said in a statement to Fortune.
This strategy apparently did not work out as hoped. Many videos on TikTok show confused customers getting items they never asked for, ranging from nine sweet teas to two pats of butter. “Cream packet? No! I just want a large water and a cup of ice cream. Not a ketchup packet! Oh, my God,” one customer exclaims to the bot in one video—which can be heard asking questions in the background.
This strategic pivot underscores the evolving nature of AI technology and its application in the fast-food industry, where customer satisfaction remains a top priority and confusion is not accepted. IBM is also working with chains including Wendy’s, Hardee’s, and Dunkin’ on using AI to take drive-thru orders, but at this time it’s not known if their experiences with AI-driven ordering has proved to be more successful.
