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Fortune
Fortune
Joshua Hong

Fast-food execs keep pushing for more AI systems, but fail to see the big picture: Customers still want humans

A car pulls up to a Wendy's drive-through ordering machine. (Credit: Lindsey Nicholson/UCG/Universal Images Group via Getty Images)

Fast-food chains have spent the past several years racing to automate everything from drive-through ordering to burger flipping using AI.

McDonald’s and Wendy’s have continued to experiment with AI ordering systems, forcing restaurants to answer more fundamental questions than whether robots can make fries or take orders. With the introduction of ArchIQ by McDonald’s earlier this year as part of its new initiative “McDonald’s > NEXT,” the fast-food giant is introducing AI-powered chatbots at its drive-through locations.

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