McDonald’s has terminated its trial of an artificial intelligence chatbot in its drive-thrus, sparking concerns about the fast-food industry’s hasty adoption of this technology.
The largest burger chain in the world is removing its AI-based automated ordering system from over 100 restaurants throughout the US.
This system, capable of responding to customer orders using AI voice, was undergoing testing under a contract between McDonald’s and IBM that began in 2021.
McDonald’s has not specified the reasons for ending the trial. As reported by Restaurant Business, the company informed franchisees that the technology would be discontinued on July 26th.
A McDonald’s spokesperson mentioned to the publication that a decision regarding automated ordering plans would be made by year-end, emphasizing that “voice ordering solutions at the drive-thru are part of our restaurants’ future.”
Fast-food chains have displayed considerable interest in incorporating generative AI into their operations in recent years. Apart from McDonald’s, various companies such as Wendy’s, Hardee’s, Carl’s Jr., and Del Taco have implemented this technology in their drive-thrus. Yum! Brands, the owner of Taco Bell and KFC, also declared its adoption of AI earlier this year. “AI First Mindset” at a fast food restaurant.
The fast-food industry is increasingly receptive to AI as a substitute for human workers, aiding in reducing escalating labor costs. Following California’s enactment of a new minimum wage regulation for fast-food employees, companies are hastening the integration of AI technology to handle tasks like taking customer orders.
While companies promote AI as the future of the fast-food industry, these technologies have been featured in viral videos and covered in the media when orders go awry. McDonald’s drive-thru AI blunder became viral last year after several TikTok videos showcased the system incorrectly adding items, such as butter packs, or doubling the order quantities.
In one video, two women were captured laughing and requesting the system to cease adding items to their order, as it appeared to tally hundreds of dollars’ worth of McNuggets to their bill.
Automated systems have faced criticism for misinterpreting customer orders, as well as for depending on outsourced human labor for their operation. Presto Automation, which supplies AI services to fast-food chains, disclosed in an SEC filing last year that it employs customer-facing staff in countries like the Philippines, who spend around 70% of their time there.
In addition to drive-thru ordering, companies are exploring leveraging generative AI for creating digital chatbots on their apps or utilizing image recognition for estimating wait times.
In December, McDonald’s partnered with Google to develop a chatbot named “Ask Pickles” for guiding employees on tasks like cleaning restaurant equipment. The collaboration also encompasses exploring other potential applications of generative AI. As per Bloomberg’s report.
Source: www.theguardian.com
