McDonald's removing AI-powered voice order technology from drive thrus
What were the main issues with the Automated Order Taker technology that led to customer frustration as evidenced in viral videos?
The main issues with the Automated Order Taker technology that led to customer frustration, as evidenced in viral videos, were inaccuracies in order processing. Customers reported that the AI system messed up their orders, causing annoyance and inconvenience. For example, in one video, a woman attempting to order water and a cup of vanilla ice cream had her order incorrectly altered by the AI system, which added four ketchup packets and three butter packets. In another instance, a TikTok user who ordered one large cup of sweet iced tea had their order duplicated nine times by the automated system. These inaccuracies and the AI system's inability to correctly understand and process customer orders led to the technology's removal from over 100 McDonald's drive-thrus.
How did McDonald's initially implement the AI technology in collaboration with IBM, and what were the intended benefits?
McDonald's initially collaborated with IBM in 2021 to develop and deploy AI order-taking technology in over 100 drive-thrus. The intended benefits were to simplify operations for crew members and create a faster, improved experience for customers. IBM acquired McD Tech Labs, which McDonald's created after taking control of the AI speech company Apprente in 2019. The AI technology was developed and deployed during a test period to evaluate its effectiveness in accurately taking orders and improving the overall drive-thru experience.
How did McDonald's and IBM respond to the challenges faced during the test period of the Automated Order Taker technology?
During the test period of the Automated Order Taker (AOT) technology, McDonald's and IBM encountered some challenges, such as the technology's accuracy and customer frustration. However, both companies remained committed to exploring the potential of AI-driven solutions in the fast-food industry.
In response to the challenges, McDonald's decided to remove the AOT technology from over 100 drive-thrus, marking the end of the test period conducted with IBM. Despite the setback, McDonald's emphasized that it would continue to explore how technology can improve its workflow and enhance customer experience. The company stated, "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."
IBM also expressed its commitment to working with McDonald's on other projects and highlighted the capabilities of its AOT technology. The company said, "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 also mentioned that it is now in discussions and pilots with several Quick-Serve Restaurant clients who are interested in the AOT technology.
In summary, both McDonald's and IBM acknowledged the challenges faced during the test period of the Automated Order Taker technology but remain optimistic about its potential and continue to work together on other projects to improve the fast-food experience for customers.