Taco Bell is reconsidering its AI drive-thru strategy after customers began trolling the system and sharing their frustrations on social media. The fast-food chain has deployed AI voice assistants in over 500 locations across the US, but Chief Digital and Technology Officer Dane Mathews admits the technology isn’t performing as expected, particularly at busy restaurants.
What they’re saying: Taco Bell’s tech chief is being candid about the AI system’s mixed performance.
- “We’re learning a lot, I’m going to be honest with you,” Mathews told The Wall Street Journal.
- “I think like everybody, sometimes it lets me down, but sometimes it really surprises me.”
The challenges: Customer behavior and technical limitations are creating unexpected problems for the AI rollout.
- Social media users are posting videos of attempts to troll the system, including orders for 18,000 water cups.
- Customers are airing their frustrations with the technology online.
- The AI struggles particularly at very busy restaurant locations where exclusive use may not be practical.
The big picture: Taco Bell isn’t alone in experimenting with AI-powered drive-thru technology, as McDonald’s, Wendy’s, and White Castle are also testing similar systems.
- Despite the setbacks, Mathews says the company still plans to push ahead with AI voice technology.
- The experience is teaching the chain that deploying AI exclusively at high-volume locations might not be the best approach.
Why this matters: The challenges highlight the gap between AI’s promise in controlled environments and its performance in real-world customer service scenarios, where unpredictable human behavior can expose system limitations and create viral moments that damage brand perception.
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