Taco Bell Balances AI Integration with Human Touch in Drive-Through Orders

Taco Bell’s digital chief discloses ongoing discussions about strategic application and omission of artificial intelligence (AI).

The fast-food giant has reportedly implemented voice AI for drive-through ordering at over 500 locations, resulting in viral mishaps such as a customer ordering 18,000 water cups to circumvent the AI system and connect with a human representative.

Dane Matthews, the company’s Digital and Technology Officer, shared mixed experiences with technology, stating, “At times it fails to deliver, but other times it exceeds expectations.”

Apparently, Taco Bell is contemplating the extent of AI implementation at drive-throughs, allowing flexibility for franchisees to adopt tailored approaches. For instance, in high-volume restaurants with long queues, Matthews suggests human operators might be more effective in managing orders.

“For our teams, we’ll offer guidance: at your restaurant, during these hours, we recommend implementing voice AI or recommend monitoring the system closely and intervening when necessary,” he explained.