McDonald’s will discontinue its use of artificial intelligence (AI) to take drive-thru orders by the end of July 2024, aiming to develop a new “voice ordering solution” by the end of the year. This decision follows a review of its current AI partnership with IBM, according to multiple reports.
The Decision to End AI Drive-Thru Orders
McDonald’s USA Chief Restaurant Officer Mason Smoot informed franchisees of the change in a memo obtained by CNBC. “After a thoughtful review, McDonald’s has decided to end our current partnership with IBM on AOT (automated order taking) and the technology will be shut off in all restaurants currently testing it no later than July 26, 2024,” Smoot stated.
McDonald’s initially partnered with IBM in 2021 to test AI ordering technology at over 100 locations. This pilot program aimed to evaluate whether an automated voice ordering system could simplify operations for crew members and enhance the customer experience by speeding up service.
Evaluating the Pilot Program
While the AI initiative saw some successes, McDonald’s believes there is potential to explore broader voice ordering solutions. “While there have been successes to date, we feel there is an opportunity to explore voice ordering solutions more broadly,” Smoot’s memo said, as per CNBC. He added that IBM remains a trusted partner and that McDonald’s will continue to use other IBM products across its system.
Future Plans for Voice Ordering Solutions
McDonald’s is committed to advancing its restaurant technology and continues to see significant potential in voice ordering solutions. The company aims to make an informed decision on a scalable, long-term voice ordering solution by the end of the year. “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 stated, according to Fox Business.
IBM’s Role and Reaction
IBM, for its part, had developed automated order taker technologies to support the use of voice-activated AI in McDonald’s drive-thrus. “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,” IBM told Restaurant Business Magazine. Despite McDonald’s decision to reevaluate its AOT plans, IBM expressed optimism about continuing its collaboration on other projects with the fast-food giant.
The Broader Context of AI in the Restaurant Industry
The move by McDonald’s to reassess its AI drive-thru initiative comes at a time when AI and automation are increasingly being integrated into various aspects of the restaurant industry. McDonald’s experimentation with AI was part of a broader trend to utilize technology to improve efficiency and customer service in fast-food operations. However, the challenges and complexities of fully integrating AI into high-volume, real-world restaurant settings have led to a more cautious approach.
In summary, McDonald’s decision to end its current AI drive-thru order-taking initiative reflects its ongoing commitment to exploring and implementing the most effective technological solutions to enhance its operations and customer experience. The company will continue to evaluate and refine its strategies, aiming to develop a reliable and scalable voice ordering solution by the end of the year.