McDonald’s is ending its trial of an artificial intelligence-powered ordering assistant, in a potential setback for the technology’s penetration into everyday life.
The fast-food giant will end its two-year partnership with IBM on the AI system by July 26, and the technology will be removed from about 100 restaurants nationwide, according to an industry publication. Restaurant Business reported Friday.
Developed in partnership with IBM, the “autonomous ordering technology” allows customers to converse with an AI-powered assistant rather than a live person at the drive-thru ordering window.
The company told franchisees that while its partnership with IBM ends at the end of next month, it hasn’t closed the door on future development of AI-powered drive-thru ordering technology.
“While we have seen success to date, we feel there is an opportunity to explore a voice ordering solution more broadly,” McDonald’s executive Mason Smoot wrote in a message obtained by Restaurant Business. “IBM has given us confidence that a drive-thru voice ordering solution will be part of the future for our restaurants. We sincerely thank IBM and the restaurant teams for participating in this important test.”
The fast-food chain told Restaurant Business it will continue to work with IBM on other technologies for the business.
McDonald’s isn’t the only fast-food chain working on AI ordering: White Castle and Wendy’s have both announced plans to introduce some form of automated ordering, and Checkers, Rally’s, Carl’s Jr., Hardee’s, and Dunkin’ Donuts have also begun developing the technology, according to Restaurant Business.
The development of this technology balances the desire to reduce staffing to cut costs with the desire for fast, accurate service, but it is unclear at this point whether the technology will be enough to completely replace drive-thru staff. Complained Technicians may not understand certain accents or have trouble distinguishing them over background noise.
