Starbucks Drive-Thru AI Could Know What You Want Before You Do
The company will begin testing AI for some orders, including using a form of customer recognition.
Starbucks plans to test artificial intelligence for drive-up ordering, potentially recognizing customers as they approach to offer personalized digital menus, according to CEO Brian Niccol. The company aims to make ordering faster, more convenient, and more personal, potentially using facial recognition, license plate reading, or mobile app detection.
However, Starbucks has not specified the exact technology or whether customers will need to give explicit consent to these methods. The move comes as several fast-food chains, including McDonald's, Taco Bell, KFC, White Castle, and Wendy's, are testing or using AI for drive-thru orders. Customer reviews of AI-driven drive-thru ordering have been mixed, with issues like botched orders, long processing times, and inability to answer questions.
Starbucks already uses AI through Green Dot Assist and Smart Queue, but concerns remain about voice recognition, potential privacy violations, and the impact on labor relations, given the company's history of organizing efforts and unionization among its workers.
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