In brief
In light of viral mishaps attributed to its AI-driven drive-through service, Taco Bell is contemplating changes to its AI technology. Notable blunders, including a customer ordering a staggering 18,000 water cups, have sparked public outcry. The fast-food chain, which has rolled out AI technology across over 500 locations, aims to improve efficiency but faces backlash over inaccuracies. Taco Bell's Chief Digital and Technology Officer, Dane Mathews, acknowledged the tech's challenges and suggested a more cautious application of AI in busy restaurant settings.
Taco Bell is rethinking its use of artificial intelligence (AI) to power drive-through restaurants in the US after comical videos of the tech making mistakes were viewed millions of times.
In one clip, a customer seemingly crashed the system by ordering 18,000 water cups, while in another, a person got increasingly angry as the AI repeatedly asked him to add more drinks to his order.
Since 2023, the fast-food chain has introduced the technology at over 500 locations in the US, with the aim of reducing mistakes and speeding up orders. However, the AI seems to have served up the complete opposite.
Taco Bell's Chief Digital and Technology Officer Dane Mathews told The Wall Street Journal that deploying the voice AI has had its challenges. Sometimes it lets me down, but sometimes it really surprises me, he said.
He noted that the firm was learning a lot - but he would now consider carefully where to use AI going forwards. In particular, Mathews stated that there are times when humans are better placed to take orders, especially during busy periods. We'll help coach teams on when to use voice AI and when it's better to monitor or step in, he explained.
The issues have mounted online as disgruntled customers took to social media to complain about the service, with many highlighting glitches and inconsistencies. One viral clip on Instagram, which has garnered over 21.5 million views, shows a man ordering a large Mountain Dew while the AI voice continually replies, and what will you drink with that?.
This isn't the first time there has been issues with AI misinterpreting orders. Last year, McDonald's withdrew AI from its drive-throughs after miscommunications led to comedic but frustrating mix-ups.
Despite some viral glitches, Taco Bell proudly states that it has successfully processed two million orders with the AI system.
