A busy drive-thru in suburban Detroit looks like any other — until you inch close enough to hear a voice taking an order. It is not a person. It is artificial intelligence.
Across the United States, fast-food chains are turning to AI to power their drive-thru counters — and Canada could be next. Companies say technology is now more accurate than human workers, and some labor advocates worry it could drive fast-food workers out of business.
AI drive-thrus started appearing in 2021, although many pilot projects were not smooth sailing. Some customers tried to outsmart the AI on purpose, asking for 100 cups of water or something that wasn’t on the menu. Others get frustrated when the chatbot makes mistakes or tries too many times to sell them. Many mixes went viral, prompting companies to return to people taking orders.
In recent months, Voice AI technology has developed rapidly, and many fast food companies are rolling out chatbots in US locations. McDonald’s is testing an AI drive-thru system with Google, while Taco Bell is partnering with Nvidia for its chatbots.
Two US companies that develop AI voice agents, Presto and SoundHound, say chatbots could arrive in Canadian drive-thrus within months — though most fast-food companies would not confirm any plans to CBC News.
Digital co-worker
American burger chain White Castle worked with SoundHound on an AI chatbot called Julia. AI listens to the customer and answers questions. Inside the restaurant, the order appears for the staff to prepare. If there is a problem, an employee takes over and completes the order.
“We had a few hiccups at first, but we got it all sorted out and they’re doing great,” said White Castle store manager Denise Harley. “It just helps us get orders out faster.”
Some new employees don’t remember a time when AI wasn’t part of the team.
“I thought it would be difficult to work with him, but it actually makes everything easier,” said Aniyah Golden, who is grateful that the chatbot has never called someone in sick. “That’s the best thing about him. He doesn’t fire us. We have a full time job.”
Better than people?
Outside of White Castle in Detroit, customer reviews of the AI drive-thru have been mixed. Some called it “interesting” and “no problem,” while others thought it didn’t work very well.
“I think they got our order right and everything,” said customer Kim Gilmer. “I hate what is happening to the world. That means jobs are decreasing for people.”
The technology isn’t perfect yet, but it uses AI for production, which means it can learn and improve over time. Jamie Richardson, White Castle’s chief marketing officer, said the data shows AI is getting more orders right.
“It’s well over the 90 percent range. We’ve found that ordering with Julia has better ordering accuracy than we saw before Julia,” he said.
US fast food chains are turning to artificial intelligence to power their drive-thrus and Canada may not be far behind. Nationally, CBC’s Nisha Patel hits Detroit White Castle to learn more about its system, and what employees and customers are thinking about the change.
White Castle has Julia working in about 40 locations. The company said the chatbot reduces wait times and frees up employees to do other tasks, such as preparing food and delivering it to customers.
“We didn’t use it as a way to reduce employment. We used it as a way to, hopefully, be productive,” Richardson said.
Near the aid station
Fast-food businesses have faced tough labor challenges in recent years, from rising costs to high labor costs, and the industry is betting on AI to fill the gaps.
California-based SoundHound developed Julia, a custom AI voice chatbot used by White Castle. The company says the technology can help fast-food chains increase revenue by selling customers.
“We’re helping with better accuracy, more timely greetings and receptions to help the entire process go smoothly,” said Ben Bellettini, SoundHound’s senior vice president of sales.
According to the US National Restaurants Association, more than a quarter of restaurant workers surveyed are using AI-related tools.
Krishna Gupta, CEO of Presto, another voice AI company, saw the opportunity.
“I’m very confident that in the next few years we’ll see that every drive-thru will be voice-activated.”
The fall of the workforce
In the next five years, the World Economic Forum predicts positions such as cashiers will be among the fastest-growing jobs due to automation. Some labor advocates worry that rapid technological change will have a major impact on young people seeking entry-level jobs.
“This is like stone work on the stage for a lot of people. Some people do their work on it, but it’s like a way to enter the market,” said Siobhán Vipond, vice-president of the Canadian Labor Congress.
Vipond wants governments, workers and unions to engage in discussions about how AI systems are designed and introduced in the workplace.
“Employers have a responsibility to their employees and to our communities,” he said.
