Voice-ordering Technology: A Case of McDonald’s AI Drive-thru

Abstract

<p align="justify">In an effort to reduce labor costs, McDonald’s invested in AI-driven voice ordering for drive-thru service, starting with the acquisition of Apprente in 2019 and later partnering with IBM. Despite initial benefits and expanded trials at 100 US locations, the technology struggled with accuracy, accent interpretation, and integration with existing systems. Viral videos of incorrect orders and billing errors led to widespread criticism, prompting McDonald’s to shut down its AI drive-thru operations and end its partnership with IBM. However, McDonald’s remains optimistic about the future of voice ordering and will continue exploring automated solutions for drive-thru service. <p align="justify">为了降低劳动力成本，麦当劳投资了用于得来速（drive-thru）服务的 AI 驱动语音点餐技术，其举措始于 2019 年收购 Apprente 公司，随后又与 IBM 达成合作。尽管最初取得了一定成效并在全美 100 家门店扩大了试点，但该技术在识别准确率、口音解析以及与现有系统的集成方面遇到了瓶颈。社交媒体上疯传的错单和结账错误视频引发了广泛的批评，迫使麦当劳关闭了其 AI 得来速业务，并终止了与 IBM 的合作。然而，麦当劳对语音点餐的未来前景依然持乐观态度，并将继续探索用于得来速服务的自动化解决方案。