McDonald’s Waves Goodbye to AI in Drive-Thrus
McDonald’s recently shook up the tech world by announcing the end of their AI drive-thru project with IBM. This partnership, launched in 2021, aimed to simplify ordering through voice-activated systems. Despite the initial excitement, the reality of the tech fell short. Here’s the lowdown.
McDonald’s initially hoped that incorporating IBM’s Automated Order Taker (AOT) would speed up orders and boost accuracy in over 100 restaurants. Unfortunately, it didn’t pan out as expected. Although they had some wins, the tech struggled with interpreting different accents and dialects, causing order accuracy to hover in the low-to-mid 80% range. That's just not good enough when every burger counts!
Why did it fail?
According to reports, franchisees found the progress lackluster, with infrequent updates and disappointing live demos. The system’s inability to consistently understand customers led to more mistakes, not fewer, rendering the purported cost-savings moot. Instead of being a magical solution, the AOT became another task on the to-do list. After ending the IBM deal, McDonald’s hasn’t kicked AI to the curb. They’re eyeing new paths and haven’t ruled out future AI drive-thru plans yet. The company mentioned that IBM is still a valuable partner and will continue collaborating on other tech projects.
Why it matters:
This development highlights a crucial chapter in the AI story. If even a giant like McDonald’s struggles with deploying AI, it’s a wake-up call for everyone about the technology's current limitations. It underscores the importance of honing AI to be more inclusive in understanding diverse accents and dialects.
Beyond just flipping burgers, the success or failure of such AI initiatives will steer how restaurants and other industries invest in next-gen tech. Expect more cautious excitement about AI, as companies might prefer tried-and-tested solutions until technology catches up to its promises. For AI enthusiasts, it’s both a lesson and an opportunity—innovation continues, but so does the need for major improvements.
Source: https://www.cnbc.com/2024/06/17/mcdonalds-to-end-ibm-ai-drive-thru-test.html
