McDonald’s has decided to scrap its AI-driven ordering system at drive-throughs after numerous instances of comical and incorrect orders. Since 2021, the fast-food giant had been testing voice-automated ordering at approximately 100 locations, but the technology proved to be a poor listener, leading to bizarre mistakes.
Customers reported receiving absurd orders, such as a handful of butter, hundreds of chicken nuggets, and bacon-laden ice cream, which became viral sensations online. Following these glitches, McDonald’s will revert to using human staff at drive-throughs.
Mason Smoot, Chief Restaurant Officer for McDonald’s USA, confirmed the decision to end the partnership with IBM on the AI technology by July 26, 2024. “After a thoughtful review, McDonald’s has decided to end our current partnership with IBM on AOT, and the technology will be shut off in all restaurants currently testing it,” Smoot said in an email obtained by Restaurant Business. While acknowledging some successes, Smoot emphasized the need to explore voice ordering solutions more broadly.
Despite halting the current AI system, McDonald’s remains optimistic about future implementations. In a statement to Fast Company, the company expressed confidence that voice ordering would eventually become a fixture in their restaurants and aimed to make an informed decision on a future solution by the end of the year.
Although IBM will no longer be part of this particular initiative, McDonald’s stated that IBM remains a trusted partner and that the company will seek other partnerships for its future AI projects. The pause on AI implementation will continue until competitors integrate similar technologies.
Other fast-food chains are already experimenting with AI. Checkers, Hardee’s, Wendy’s, Dunkin’, and Taco Bell have tested or fully implemented AI in their drive-throughs. Wendy’s, for instance, uses AI for menu adaptations and suggestive selling based on factors like weather, even adjusting prices for high-demand items on hot days.
Despite the potential, current AI ordering systems have struggled with accuracy, causing delays and frustrations. The hope is that tech companies can quickly resolve these issues, as customers clearly prefer their orders to be correct—nobody wants butter instead of a Big Mac.
