The fast food giant will remove voice ordering tech from over 100 outlets by the end of July, the company has reportedly said.
McDonald’s is scrapping its AI drive-through trial after videos went viral of order mix-ups, including bacon being added to ice cream.
The US fast food chain has been testing a voice recognition system developed by IBM to process orders since 2021. However, reliability of the AI-powered technology has been called into question after customers reported errors in their orders and shared comical mishaps on social media.
McDonald’s has instructed franchisees to remove the AI-assisted technology from the more than 100 outlets that have been using it by the end of July, as reported by trade publication Restaurant Business on Friday.
The fast food chain is abandoning the trial without any sort of expansion, the publication said, citing an email the company sent to franchisees on Thursday.
“After thoughtful review, McDonald’s has decided to end our current global partnership with IBM on AOT [Automated Order Taking] beyond this year,” the message read.
While the Chicago-based fast food giant didn’t give the exact reason for the move, it comes after customers shared videos showing drive-through AI picking up orders from the wrong cars, multiplying orders, and producing bizarre combinations of food ranging from bacon-topped ice cream to hundreds of dollars’ worth of chicken nuggets.
In one TikTok video, a woman attempts to order vanilla ice cream and a bottle of water only to end up with ketchup sachets and multiple stacks of butter. Another video shows a customer claiming that the AI drive-through assistant confused her order with someone else’s, resulting in nine portions of tea being added to her bill.
McDonald’s, which initially sought to embrace the technology to cut back on mounting labor costs, indicated that the end of the trial would not mean its experiments with AI are over. The company said that its 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 said it plans to continue working with McDonald’s.
“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,” the company said in a statement.
Other major US fast food giants, including Chipotle, Wendy’s, Carl’s Jr, Taco Bell, and Pizza Hut, have also been rolling out AI systems at their drive-throughs in a bid to replace human workers and reduce labor costs.
Yes can be irritating. Sometimes must say “Cancel order” and just start over.