It’s yet to be seen if customers will notice any difference (Picture: Getty)
McDonald’s claims it will roll out the latest artificial intelligence technology across its chains next year, promising ‘hotter, fresher food’ as a result.
The burger giant says it will be partnering with Google to use ‘generative AI’, which is behind the recent wave of sophisticated chatbots such as ChatGPT and text-to-image tools which can create realistic pictures such as deepfakes.
Bosses are staying tight-lipped on how exactly they plan to use the technology, saying it will help ‘implement innovation faster and create even better experiences for its customers, restaurant teams, and employees’.
It’s become popular for brands to make grandiose claims of AI integration to create a buzz without much in the way of specifics.
McDonald’s pointed to two supposed benefits: speeding up ‘automation innovation’ and helping restaurant managers ‘quickly spot and enact solutions to reduce business disruptions’.
Most of its branches in the UK and other more developed countries already make heavy use of automation to process orders.
There’s no sign that any kitchen or service staff could be replaced by automated systems as a result of this new AI tech.
McDonald’s already makes heavy use of automation in its restaurants (Picture: Getty)
But it does hint at the potential for back-office roles to become more marginalised.
‘The scale of incoming information from all corners of the globe will allow McDonald’s GenAI models to better understand the broadest range of patterns and nuances, resulting in more informed tests and automated solutions to enhance restaurant operations’, the announcement state.
Brian Rice, McDonald’s executive vice president says the upgrade means that ‘tools get sharper, models get smarter, restaurants become easier to operate, and most importantly, the overall experience for our customers and crew gets even better.’
The company also says next year will see the launch of a new ‘universal software’ to make the use of its mobile app ‘more consistent’ across different branches.
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