Taco Bell is reconsidering how it uses voice artificial intelligence (AI) in its drive-thru lanes after a number of videos showed the system behaving in unexpected ways.
In a video posted on Reddit, a customer tried to place an order for a “large Mountain Dew”, only to be repeatedly asked, “And what will you drink with that?”.
The exchange looped several times, which confused and enraged the customer.
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In an interview with The Wall Street Journal, Dane Mathews, Taco Bell’s Chief Digital and Technology Officer, said the technology has had both positive and disappointing moments. While it occasionally works well, he noted it sometimes misses the mark.
Mathews explained that Taco Bell is rethinking how the system is used. In the future, the company may limit its use of the AI tool, especially during busy hours when human workers can respond more efficiently.
Mathews added, “We’ll help coach teams on when to use voice AI and when it’s better to monitor or step in”.
The restaurant chain began rolling out voice-powered ordering in 2023 at more than 500 locations across the United States. The goal was to improve service speed and reduce human error.
However, feedback from both customers and staff suggests the technology has not consistently worked as intended.
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