McDonald's is once again betting that artificial intelligence can help speed up service at its restaurants, but this time the company appears to be taking a more measured approach after previous AI experiments produced mixed results across the fast-food industry.
As part of a broader strategy dubbed "Next," McDonald's revealed that it is working with Google on AI-powered drive-thru ordering technology designed to improve efficiency while maintaining the human element customers still expect. In a statement provided to The Los Angeles Times by CEO Chris Kempczinski, the system is currently about 90% accurate, though the company has not disclosed when it expects a wider rollout.
The renewed push comes as McDonald's looks beyond simply being a quick-service restaurant. Alongside AI, the company is testing premium menu items, including hand-breaded chicken products and new beverage offerings, while also exploring restaurant redesigns that bring back some of the playful atmosphere that has gradually disappeared from many locations over the past decade. Updated playgrounds, more visible food preparation areas, and refreshed McCafé stations are all part of the conversation.
For McDonald's, the goal is to improve both speed and customer experience. "It's just that much more important to have an even better experience these days," Kempczinski said, noting that consumers expect more value and higher-quality experiences as competitors continue upgrading their menus and restaurant operations. The company's approach reflects lessons learned from earlier AI efforts across the industry. In 2024, McDonald's ended a two-year partnership with IBM that had tested AI-powered drive-thru ordering at select locations.
The move followed several high-profile incidents in which automated systems misunderstood customer requests, creating viral moments online and raising questions about whether the technology was ready for widespread adoption.
Other chains have faced similar challenges. Taco Bell and its parent company, Yum Brands, expanded Nvidia-powered AI drive-thru ordering technology to more than 500 locations after years of testing.