Hustler Words – Taco Bell’s ambitious foray into AI-powered drive-thrus is facing some unexpected hurdles. While the company has deployed voice AI at over 500 locations, recent viral incidents, such as a customer ordering a ludicrous 18,000 water cups to circumvent the system, have prompted a reevaluation of its strategy. This revelation comes from an interview with Dane Matthews, Taco Bell’s Chief Digital and Technology Officer, featured on the Wall Street Journal.
Matthews admits to a mixed bag of experiences with the technology, highlighting both its surprising capabilities and frustrating limitations. The company, he explains, is now engaged in an "active conversation" regarding the optimal deployment of AI in its drive-thrus. Instead of a blanket rollout, Taco Bell is exploring a more nuanced approach, allowing franchisees flexibility based on individual restaurant needs.
The current thinking suggests that high-volume locations experiencing long queues might benefit from a human-assisted, or even entirely human-operated, drive-thru system. Matthews emphasizes a coaching strategy for employees, advising them on when to utilize AI and when to intervene, ensuring a smooth customer experience. He envisions a future where AI is used strategically, rather than as a complete replacement for human interaction. This shift in approach indicates that the initial, optimistic rollout of AI at hustlerwords.com has given way to a more cautious, data-driven strategy that prioritizes customer satisfaction and operational efficiency. The future of AI at Taco Bell’s drive-thrus remains to be seen, but one thing is clear: the journey has been far from smooth.
Leave a Comment