A bustling drive-thru in suburban Detroit may seem typical at first glance, but the real surprise comes when you hear the voice taking orders—it’s not a human, but artificial intelligence (AI).
Fast-food chains across the United States are increasingly relying on AI to manage their drive-thru operations, and Canada may soon follow suit. Companies claim that AI technology now surpasses human accuracy in order-taking, although some labor advocates express concerns about potential job displacement in the fast-food industry.
While AI drive-thrus emerged as early as 2021, initial trials encountered various challenges. From customers attempting to confuse the AI with unusual requests to frustrations over errors or aggressive upselling, these incidents led to viral backlash, prompting a return to human order-takers by some companies.
In recent months, advancements in voice AI technology have been swift, leading many fast-food establishments in the U.S. to introduce chatbots at their drive-thru windows. McDonald’s is currently testing a Google-powered AI system, while Taco Bell has joined forces with Nvidia for their chatbot services.
Leading U.S. companies specializing in custom voice AI agents, Presto and SoundHound, suggest that Canadian drive-thrus could see the integration of chatbots in the coming months. However, several fast-food chains declined to confirm any specific plans to CBC News.
One notable example is U.S. burger chain White Castle, which collaborated with SoundHound to develop an AI chatbot named Julia. This chatbot listens to customer orders and provides answers, with the order then displayed inside the restaurant for preparation by staff. In case of any issues, an employee steps in to ensure order completion.
Denise Harley, a store manager at White Castle, shared that initial challenges with the AI chatbot were overcome, resulting in faster order processing. Newer team members have grown accustomed to working alongside AI, finding it streamlines operations by ensuring consistent presence and performance.
Customer feedback on the AI drive-thru at White Castle in Detroit has been varied, with some praising its convenience while others expressing skepticism. Despite its imperfections, the AI utilizes generative AI technology, allowing it to learn and enhance its performance over time. White Castle’s chief marketing officer, Jamie Richardson, noted that data indicates the AI achieves high order accuracy rates, surpassing previous levels.
With Julia operational at approximately 40 White Castle locations, the company reports reduced drive-thru wait times and enhanced staff efficiency in other tasks like food preparation and customer service. Richardson emphasized that the chatbot’s implementation aims to boost productivity rather than reduce employment.
Amidst ongoing labor challenges in the fast-food industry, including cost escalations and high turnover rates, businesses are increasingly turning to AI solutions to address workforce gaps. SoundHound, the California-based developer of Julia, asserts that their technology can boost revenues through personalized customer interactions and timely service.
Ben Bellettini, SoundHound’s senior vice president of sales, highlighted the benefits of AI in optimizing operational efficiency and customer experience. Industry data shows a growing adoption of AI-related tools by restaurant operators, with Presto’s CEO, Krishna Gupta, expressing optimism about the widespread integration of voice-enabled drive-thru systems in the near future.
Looking ahead, the World Economic Forum foresees a decline in cashier roles and other entry-level positions due to automation in the next five years. Labor advocates, such as Siobhán Vipond from the Canadian Labour Congress, emphasize the need for inclusive discussions involving governments, workers, and unions to shape the responsible deployment of AI systems in workplaces.
As the fast-food industry navigates technological transformations, stakeholders emphasize the importance of balancing innovation with considerations for workers and communities.
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