Taco Bell is reassessing its AI-powered drive-thru ordering after handling 2 million orders, concluding that human staff remain essential, especially during busy periods and long lines.
AI hiccups trigger a reassessment
According to CNET, Taco Bell’s chief digital and technology officer, Dane Mathews, told The Wall Street Journal that while the system can be impressive, it can also disappoint. The admission follows a wave of viral posts highlighting AI missteps at the order box. In one clip, the system was caught in a loop repeatedly asking for a drink choice until the customer gave up and drove away. In another, a customer began ordering McDonald’s items at Taco Bell, and the AI proceeded to suggest dipping sauces before a human employee intervened to correct the order.
In a separate instance, a customer successfully placed an order for 18,000 cups of water, prompting staff to step in again. CNET’s editorial director of Personal Tech, David Katzmaier, recounted visiting a Taco Bell with an AI attendant that misheard items and required a human worker—who had been listening the whole time—to step in and fix the order. Some employees have also posted reminders that they can hear when customers raise their voices at the AI system.
“It’s really, really early”
Mathews said the experience is prompting Taco Bell to rethink voice AI in drive-thrus, describing internal discussions with franchisees as ongoing and emphasizing that the technology remains in its early days. He noted that human staff can better handle peak hours and extended lines, a key factor in the chain’s current approach.
Rivals test and retreat on drive-thru automation
Other fast-food brands have been experimenting, too. McDonald’s, which had worked on automated ordering since at least 2019, took down its AI system after similar issues but indicated plans to revisit the technology once problems are resolved. Wendy’s is pursuing a different path with a Google-built system and is continuing deployments, targeting 500 additional restaurants by year-end.
As the industry probes where AI fits into high-volume, voice-based ordering, Taco Bell’s takeaway is clear for now: human oversight remains crucial at the drive-thru window.
