Taco Bell is reassessing how it uses artificial intelligence at US drive-throughs after widely shared clips showed the system misfiring on customer orders, including a viral moment where a man appeared to request 18,000 waters and another exchange where an automated voice repeatedly pushed for extra drinks.
Chain rethinks where AI fits
Since 2023, Taco Bell has rolled out voice AI at more than 500 locations to cut mistakes and speed up service. However, the company now says it is reconsidering where and when to deploy the technology after mixed real-world results. According to BBC News, Chief Digital and Technology Officer Dane Mathews acknowledged the challenges and said the firm is “learning a lot.”
Mathews told The Wall Street Journal that sometimes the system “lets me down,” while at other times it “really surprises” him. He indicated the company would think carefully about future use cases, including opting not to use voice AI at the drive-through in certain scenarios.
Human oversight when it’s busy
Mathews noted there are times when humans are better placed to handle orders, particularly during rush periods. “We’ll help coach teams on when to use voice AI and when it’s better to monitor or step in,” he said, signaling a more selective approach to automation at the order speaker.
Viral glitches and customer pushback
Customer frustration has been building online as videos of the AI stumbling rack up views. One Instagram clip, viewed more than 21.5 million times, shows a customer asking for “a large Mountain Dew,” only for the AI to repeatedly respond, “and what will you drink with that?” Other clips depict users becoming angry as the system persists in adding drinks to orders.
Despite the wave of viral moments, Taco Bell says the technology has processed two million orders successfully since its introduction. The company’s recalibration reflects a broader industry learning curve. As BBC News notes, McDonald’s withdrew AI from its drive-throughs last year after misinterpretations, including bacon mistakenly added to ice cream and hundreds of dollars of chicken nuggets added to an order.
The experience suggests fast-food chains are weighing automation’s benefits against reliability and customer satisfaction. For Taco Bell, that means refining where AI can add value and when staff should take the lead.
