Taco Bell’s chief digital officer says the company is having an active conversation about when to use and when to avoid artificial intelligence. The company has already introduced voice AI-powered ordering systems at more than 500 drive-through locations. This rollout has led to some unflattering viral moments, such as a customer attempting to bypass the AI by ordering 18,000 water cups in order to get connected to a human server.
Chief Digital and Technology Officer Dane Matthews admitted to having mixed personal experiences with the technology. He stated that sometimes it lets him down, but other times it really surprises him.
Overall, Taco Bell is still determining how broadly to deploy AI at the drive-through. The company plans to allow different franchisees the flexibility to do things their own way. For instance, instead of relying on AI exclusively, Matthews suggested it might be better to have a human handle orders at very busy restaurants with long lines.
The company will provide guidance to its teams, coaching them on when to use the voice AI at their specific restaurant. This includes recommendations for certain times of day and advice to actively monitor the AI system and jump in to assist whenever necessary.