Taco Bell’s chief digital officer says the company is having an “active conversation” about when to use and not to use AI.
The company has apparently rolled out voice AI-powered ordering at more than 500 drive-throughs, leading to unflattering viral moments like someone ordering 18,000 water cups in order to “bypass” the AI and get connected to a human server.
Chief Digital and Technology Officer Dane Matthews told The Wall Street Journal that even he has mixed experiences with technology: “Sometimes it lets me down, but sometimes it really surprises me.”
Overall, it sounds like Taco Bell is still deciding how broadly to deploy AI at the drive-through, with leeway for different franchisees to do things their own way. For example, rather than relying on AI exclusively, Matthews said it might make sense to have a human handle drive-through orders at busy restaurants with long lines.
“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 said.
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