Taco Bell Reviews AI Drive-Through After Viral Ordering Glitches
Taco Bell is reassessing its use of artificial intelligence in US drive-through restaurants after a string of viral videos showed the technology making unusual mistakes – including processing a customer’s order for 18,000 cups of water.
The fast-food chain, which rolled out AI-powered voice ordering at more than 500 locations in 2023, had hoped the system would streamline service and cut down on errors. Instead, it has faced mounting criticism as customers share comical and frustrating encounters online.
One widely shared clip, viewed more than 21 million times on Instagram, shows a customer repeatedly requesting a single drink while the AI voice insists on adding more items. In another, the system appears to malfunction after a customer requests thousands of cups of water.
Dane Mathews, Taco Bell’s Chief Digital and Technology Officer, admitted the rollout has had challenges. “Sometimes it lets me down, but sometimes it really surprises me,” he told The Wall Street Journal, adding that the company is learning where the technology is most effective.
Mathews said Taco Bell is unlikely to expand the AI to all drive-throughs and will instead coach restaurant teams on when to rely on the system and when to step in manually — particularly during busy hours.
The company insists the technology has still processed more than two million orders successfully, despite the glitches that have sparked online ridicule.
Taco Bell is not alone in facing hurdles with voice AI. McDonald’s pulled back on similar experiments last year after its system misinterpreted orders, including one incident where bacon was added to an ice cream and another where hundreds of chicken nuggets appeared on a customer’s receipt.
For now, Taco Bell says it will continue experimenting with AI – but with more caution about how and where it is deployed.
