Taco Bell is pulling back on its drive-through voice AI after order mishandling and a prank order for 18,000 water cups reportedly crashed a system at one location. The fast-food chain had expanded voice AI to take and process orders, aiming to improve operations and customer experience, but is reassessing how and when to deploy the technology.
Company rethinks voice AI at drive-throughs
The company announced last year that it would broaden the use of voice AI in drive-through lanes, saying the effort was designed to enhance back-of-house operations and elevate ordering for consumers. However, the rollout has encountered difficulties. According to NDTV, a customer prank involving an order for 18,000 water cups crashed the system, while another customer became angry after the AI repeatedly prompted for additional drinks.
“We’re learning a lot, I’m going to be honest with you. I think, like everybody, sometimes it lets me down but sometimes it really surprises me,” said Dane Mathews, Taco Bell’s Chief Digital and Technology Officer. He acknowledged that there are times when humans are better suited to take orders, particularly during busy periods.
Rollout slows as teams adjust
Guidance for when to use AI
Mathews said Taco Bell is slowing the technology’s rollout while refining its implementation. “For our teams, we’ll help coach them: at your restaurant, at these times, we recommend you use voice AI or recommend that you actually really monitor voice AI and jump in as necessary,” he said, as cited by NDTV.
The shift comes alongside broader questions about generative AI’s business impact. NDTV reported that an MIT study found only a small share of AI pilot programs achieve rapid revenue acceleration, with most failing to produce measurable gains.
Other fast-food chains have faced similar challenges. NDTV noted that McDonald’s withdrew AI from one drive-through after it misinterpreted orders, including adding bacon to an ice cream and mistakenly tacking on hundreds of dollars’ worth of chicken nuggets to a customer’s order.
For Taco Bell, the emphasis now is on determining the right contexts for voice AI and ensuring staff can intervene when needed. The company is focusing on coaching teams and monitoring usage to avoid disruptions like the prank-induced crash and repetitive upselling prompts that frustrated customers.
