McDonald’s has announced the discontinuation of its AI-powered, voice-automated ordering system at over 100 drive-thru locations across the United States. The decision comes after numerous customer complaints about incorrect orders, highlighting the challenges faced by the fast-food giant in implementing advanced technology.
The AI ordering system, developed in collaboration with IBM, was part of McDonald’s broader “Accelerating the Arches” growth strategy. Despite the initial promise of the Automated Order Taking (AOT) technology, which IBM described as having “some of the most comprehensive capabilities in the industry,” the system faced significant issues in practical application.
Mason Smoot, Chief Restaurant Officer for McDonald’s USA, communicated the decision to franchisees via email, stating that the AI technology would be shut down in all testing locations by July 26, 2024. “We will continue to evaluate long-term, scalable solutions for voice-ordering by the end of 2024,” Smoot wrote, reaffirming McDonald’s commitment to exploring AI-related innovations.
The AI system, which McDonald’s began testing in 2021, was intended to streamline the drive-thru experience by speeding up order processing and reducing human error. However, customers reported numerous instances of the AI misinterpreting their orders. One TikTok user, Ren, shared an experience where the AI added nine sweet teas to her order instead of the intended items. Another user, Madilynn Cameron, recounted how the AI added cream packets instead of vanilla ice cream.
McDonald’s first ventured into AI technology in 2019 with the acquisition of Apprente, a startup specializing in AI-based voice solutions. The technology was integrated into McD Tech Labs, McDonald’s AI-focused division, before being sold to IBM in 2021. The partnership with IBM aimed to scale the AI ordering system across more locations, but the recent issues have prompted a reevaluation.
Despite the setback, McDonald’s maintains a positive outlook on its collaboration with IBM. “IBM remains a trusted partner, and we look forward to continuing to work with them on a variety of other projects,” the company stated. IBM echoed this sentiment, expressing optimism about future collaborations and highlighting the AI system’s performance under demanding conditions.
David Henkes, Senior Principal and Head of Strategic Partnerships at Technomic commented on the situation, noting the potential and limitations of AI in the restaurant industry. “AI is clearly going to be a part of restaurant automation and efficiencies going forward, but the technology is still in its infancy,” Henkes said. “The McDonald’s experience and commitment to AI show the potential upside, but it also shows the limitations of the technology at the present time.”
McDonald’s is not alone in its pursuit of AI-driven solutions. Competitors like White Castle, Wendy’s, and Domino’s have also experimented with AI technologies to enhance their operations. While the enthusiasm for AI integration is evident, the challenges faced by McDonald’s underscore the complexities involved in deploying such advanced systems in real-world settings.
As McDonald’s continues to explore AI innovations, the company remains focused on finding scalable solutions that can meet the demands of its customers while maintaining operational efficiency. The coming months will be critical as McDonald’s evaluates its next steps in the evolving landscape of restaurant technology.
