McDonald’s fires its Drive-Thru AI after order errors

McDonald's AI
(CREDIT: Shutterstock)

We all know of the rampant fear that AI (artificial intelligence) will eventually replace us in our jobs. Well, McDonald’s crews around the country don’t have that to stress about anymore. The Golden Arches is set to discontinue its AI-powered automated drive-thru order-taking experiment at over 100 locations following a series of customer complaints about erroneous orders.

The fast food giant partnered with IBM on the pilot program two years ago, aiming to enhance order accuracy and efficiency. However, the experiment led to a string of bizarre mistakes, including an ice cream cone topped with bacon and a $222 bill for McNuggets.

In an email to franchisees, the fast food giant announced that the program would end on July 26, although the company hinted at potentially reintroducing AI at drive-thrus in the future. “While there have been successes to date, we feel there is an opportunity to explore voice ordering solutions more broadly,” said Mason Smoot, McDonald’s USA chief restaurant officer.

The AI system’s errors became widely publicized through social media, where customers shared their experiences. One TikTok user, “Ren,” reported that cross-talk from a neighboring drive-thru led to her order being incorrectly charged for nine sweet teas instead of the hash brown, sweet tea, and Coke she requested.

Another user, Madilynn Cameron, posted a video of her struggle with the AI, which added cream packets to her order of vanilla ice cream without caramel.

In January, a TikTok user named Cailyn Sykora shared a video showing the AI adding more than 20 orders of a McNuggets Meal to her bill, totaling around $243.91. These glitches highlighted significant issues in the AI’s performance, prompting McDonald’s to reconsider its approach.

In another TikTok a customer could not get the AI to order his Mountain Dew.

@that_usa_guy

Trying the McDonald’s AI drive thru….Again @McDonald’s Corporate #fail

♬ original sound – Dal JustDal



McDonald’s first embraced AI in 2019 with the acquisition of Apprente, a startup specializing in AI-based voice solutions for customer service. The technology was integrated into McD Tech Labs, McDonald’s AI-focused division, which was later sold to IBM in 2021. The pilot program aimed to test the AI’s ability to speed up the drive-thru ordering process and improve customer service.

Despite the program’s termination, McDonald’s emphasized its ongoing relationship with IBM. “IBM will still be a trusted partner, and we will utilize many of their products across our global system,” the company stated. McDonald’s plans to continue exploring long-term, scalable voice ordering solutions and aims to make an informed decision by the end of the year.

An IBM spokesperson confirmed that the company is negotiating with other fast-food chains to implement its AI-powered technology, which is praised for its speed and accuracy. Other chains, including Checkers and Rally’s, Hardee’s, Carl’s Jr., Krystal, Wendy’s, Dunkin, and Taco Johns, have either tested or fully implemented AI technology in their drive-thrus. Domino’s uses AI for order-taking and optimizing delivery routes, while Starbucks employs AI to personalize customer recommendations via its app. In China, KFC has even started using AI-powered facial recognition to predict customer orders.

“Failure Part of the Culture”

During a panel discussion at Tubi’s beach cabana at The Cannes Lions International Festival of Creativity, Tariq Hassan, McDonald’s Chief Marketing Officer, shared a compelling insight into the fast food giant’s approach to innovation and creativity. “We actually literally made failure part of the culture,” Hassan revealed to Ad Age Creativity Editor Tim Nudd. This strategy, Hassan explained, has been instrumental in fostering a culture where fear of failure is eliminated, thereby encouraging bold and creative marketing initiatives.

Hassan emphasized that creating an environment where failure is not feared but seen as a part of the creative process is crucial for driving innovation and staying relevant in today’s rapidly evolving market. This mindset not only empowers teams to experiment and take risks but also helps brands connect more deeply with diverse and dynamic audiences.

As McDonald’s continues to refine its approach, it remains committed to advancing restaurant technology to enhance customer experiences. The company’s experimentation with AI highlights the ongoing challenges and opportunities in integrating advanced technology into fast-food service.

Click here for more Reel 360 News from Cannes.


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McDonald's AI
(CREDIT: Shutterstock)

We all know of the rampant fear that AI (artificial intelligence) will eventually replace us in our jobs. Well, McDonald’s crews around the country don’t have that to stress about anymore. The Golden Arches is set to discontinue its AI-powered automated drive-thru order-taking experiment at over 100 locations following a series of customer complaints about erroneous orders.

The fast food giant partnered with IBM on the pilot program two years ago, aiming to enhance order accuracy and efficiency. However, the experiment led to a string of bizarre mistakes, including an ice cream cone topped with bacon and a $222 bill for McNuggets.

In an email to franchisees, the fast food giant announced that the program would end on July 26, although the company hinted at potentially reintroducing AI at drive-thrus in the future. “While there have been successes to date, we feel there is an opportunity to explore voice ordering solutions more broadly,” said Mason Smoot, McDonald’s USA chief restaurant officer.

The AI system’s errors became widely publicized through social media, where customers shared their experiences. One TikTok user, “Ren,” reported that cross-talk from a neighboring drive-thru led to her order being incorrectly charged for nine sweet teas instead of the hash brown, sweet tea, and Coke she requested.

Another user, Madilynn Cameron, posted a video of her struggle with the AI, which added cream packets to her order of vanilla ice cream without caramel.

In January, a TikTok user named Cailyn Sykora shared a video showing the AI adding more than 20 orders of a McNuggets Meal to her bill, totaling around $243.91. These glitches highlighted significant issues in the AI’s performance, prompting McDonald’s to reconsider its approach.

In another TikTok a customer could not get the AI to order his Mountain Dew.

@that_usa_guy

Trying the McDonald’s AI drive thru….Again @McDonald’s Corporate #fail

♬ original sound – Dal JustDal



McDonald’s first embraced AI in 2019 with the acquisition of Apprente, a startup specializing in AI-based voice solutions for customer service. The technology was integrated into McD Tech Labs, McDonald’s AI-focused division, which was later sold to IBM in 2021. The pilot program aimed to test the AI’s ability to speed up the drive-thru ordering process and improve customer service.

Despite the program’s termination, McDonald’s emphasized its ongoing relationship with IBM. “IBM will still be a trusted partner, and we will utilize many of their products across our global system,” the company stated. McDonald’s plans to continue exploring long-term, scalable voice ordering solutions and aims to make an informed decision by the end of the year.

An IBM spokesperson confirmed that the company is negotiating with other fast-food chains to implement its AI-powered technology, which is praised for its speed and accuracy. Other chains, including Checkers and Rally’s, Hardee’s, Carl’s Jr., Krystal, Wendy’s, Dunkin, and Taco Johns, have either tested or fully implemented AI technology in their drive-thrus. Domino’s uses AI for order-taking and optimizing delivery routes, while Starbucks employs AI to personalize customer recommendations via its app. In China, KFC has even started using AI-powered facial recognition to predict customer orders.

“Failure Part of the Culture”

During a panel discussion at Tubi’s beach cabana at The Cannes Lions International Festival of Creativity, Tariq Hassan, McDonald’s Chief Marketing Officer, shared a compelling insight into the fast food giant’s approach to innovation and creativity. “We actually literally made failure part of the culture,” Hassan revealed to Ad Age Creativity Editor Tim Nudd. This strategy, Hassan explained, has been instrumental in fostering a culture where fear of failure is eliminated, thereby encouraging bold and creative marketing initiatives.

Hassan emphasized that creating an environment where failure is not feared but seen as a part of the creative process is crucial for driving innovation and staying relevant in today’s rapidly evolving market. This mindset not only empowers teams to experiment and take risks but also helps brands connect more deeply with diverse and dynamic audiences.

As McDonald’s continues to refine its approach, it remains committed to advancing restaurant technology to enhance customer experiences. The company’s experimentation with AI highlights the ongoing challenges and opportunities in integrating advanced technology into fast-food service.

Click here for more Reel 360 News from Cannes.


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