Taco Bell and AI: Evaluating the Drive-Thru Experience

Evaluating its use of AI technologies: Taco Bell is re-evaluating its use of artificial intelligence (AI) technologies in its drive-thru service across its US branches. This decision follows the widespread circulation of humorous videos highlighting the repeated errors made by these systems, which garnered millions of views. For example, one clip showed a customer causing the system to malfunction after attempting to order 18,000 cups of water, while in another, a customer's anger escalated due to the AI system's insistence on adding more drinks to their order.

Stated Goals vs. Reality

The primary goal of integrating AI technologies: Since 2023, this fast-food chain has adopted this technology in over 500 U.S. locations. The main objective of integrating artificial intelligence technologies into drive-thru service was to significantly reduce errors and accelerate the ordering process. Companies also aim for broader benefits, such as increasing order accuracy, reducing wait times, and enhancing customer satisfaction through effective voice interaction. These systems also aim to provide personalized menu suggestions and accurate understanding of diverse dialects or background noise, thereby boosting overall operational efficiency and providing a smoother, more convenient experience for both customers and employees. These improvements aim to streamline operations, meet evolving customer needs, and deliver fast, efficient service. However, the application of AI in this case appears to have achieved results completely contrary to what was planned.

Management's Vision and Human Intervention

Challenges of Voice AI: Danny Matthews, Taco Bell's Chief Digital and Technology Officer, told the Wall Street Journal that the deployment of voice AI has faced its own challenges. "Sometimes it disappoints me, but sometimes it really surprises me," Matthews explained. He added that the company is "learning a lot" from this experience, but he will carefully reconsider the locations where AI will be used in the future, emphasizing the likelihood of not using it in drive-thru service.

Human element more effective: Matthews specifically noted that there are times when the human element is more effective in taking orders, especially during peak restaurant hours. He stated: "We will help teams train on when to use voice AI and when it's better to monitor the situation or intervene manually."

Spread of Complaints and Customer Experiences

Disgruntled customer complaints: These issues have grown online with disgruntled customer complaints on social media, many of whom pointed to repeated errors and problems. One Instagram clip, viewed over 21.5 million times, shows a man ordering a "large Mountain Dew" while an AI voice repeatedly responds: "And what would you like to drink with that?"

Lessons from Previous Experiences (McDonald's)

McDonald's problems with AI: This is not the first time problems have occurred with AI in processing food and drink orders. Last year, McDonald's withdrew AI from its drive-thru service, as the technology misinterpreted customer orders, leading to one person mistakenly receiving bacon added to their ice cream, and another having hundreds of dollars worth of chicken nuggets accidentally added to their order.

Overall Outcome and Ongoing Challenges

Achieved successes: Despite some viral errors faced by Taco Bell, the company states it has successfully processed two million orders using voice AI since its launch.