Taco Bell CTO admits AI cannot work everywhere; says company now reconsidering where and where not to use the AI going forward
Taco Bell is reconsidering its use of artificial intelligence (AI) for food ordering. This decision from the American fast food chain came after its new voice AI system, which has been installed at over 500 drive-thru locations across the US, received mixed reviews. The company's Chief Digital and Technology Officer, Dane Mathews , admitted they are "learning a lot" from the experience. The voice AI has been met with social media complaints about glitches, delays, and general customer discomfort. Some users have also been intentionally "trolling" the system with unusual orders, such as asking for “18,000 cups of water.”
What Taco Bell CTO said about using AI in the company’s operations
In an interview with the Wall Street Journal, Mathews described his experience with the technology as inconsistent. “Like many people, sometimes it falls short, but other times it really impresses me,” he said.
He added that he is now considering more carefully when it makes sense to rely on the technology. Using AI at every drive-through may not always be practical, he noted. Matthews also pointed out that in busy locations with long lines, a human staff member could manage the situation more effectively.
Mathews added that he plans to work with restaurants to help them navigate the decision. “For our teams, we’ll help coach them: at your restaurant, at these times, we recommend you use voice AI or recommend that you actually really monitor voice AI and jump in as necessary,” he explained.
However, Taco Bell is still refining its plans while reviewing data from over two million customer orders handled by AI.
“I can tell you it’s a very active conversation inside Taco Bell in partnership with our franchisees. I think at the end of the day, it’s really, really early. And we feel that. And I think other brands feel that, too,” Matthews highlighted.
Nearly three years into the generative AI wave, companies are still testing and revising their strategies, unsure of where the technology fits best. However, drive-through voice AI remains a challenge.
McDonald’s dropped its IBM trial and is now working with Google Cloud, while Wendy’s is also expanding its FreshAi system built on Google tech. On the other hand, Taco Bell’s parent, Yum Brands, has partnered with Nvidia to explore potential AI applicattions.
What Taco Bell CTO said about using AI in the company’s operations
In an interview with the Wall Street Journal, Mathews described his experience with the technology as inconsistent. “Like many people, sometimes it falls short, but other times it really impresses me,” he said.
He added that he is now considering more carefully when it makes sense to rely on the technology. Using AI at every drive-through may not always be practical, he noted. Matthews also pointed out that in busy locations with long lines, a human staff member could manage the situation more effectively.
Mathews added that he plans to work with restaurants to help them navigate the decision. “For our teams, we’ll help coach them: at your restaurant, at these times, we recommend you use voice AI or recommend that you actually really monitor voice AI and jump in as necessary,” he explained.
However, Taco Bell is still refining its plans while reviewing data from over two million customer orders handled by AI.
“I can tell you it’s a very active conversation inside Taco Bell in partnership with our franchisees. I think at the end of the day, it’s really, really early. And we feel that. And I think other brands feel that, too,” Matthews highlighted.
Nearly three years into the generative AI wave, companies are still testing and revising their strategies, unsure of where the technology fits best. However, drive-through voice AI remains a challenge.
McDonald’s dropped its IBM trial and is now working with Google Cloud, while Wendy’s is also expanding its FreshAi system built on Google tech. On the other hand, Taco Bell’s parent, Yum Brands, has partnered with Nvidia to explore potential AI applicattions.
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