Taco Bell is pulling back on its aggressive push for AI-powered drive-thrus after viral clips showed just how easily trolls can break the system.
Since 2023, Taco Bell has rolled out AI at over 500 drive-thru locations. The idea was to speed up service and cut down on errors. But customers quickly figured out ways to mess with it.
In one clip that exploded on social media, a user ordered 18,000 water cups just to crash the system. Another viral video showed the AI asking a customer what drink they wanted right after they’d already ordered a large Mountain Dew.
Taco Bell’s Chief Digital and Technology Officer Dane Mathews admitted the chain is rethinking the rollout.
“I think like everybody, sometimes it lets me down, but sometimes it really surprises me,” Mathews told The Wall Street Journal. “We’re learning a lot.”
Taco Bell’s AI can’t think outside the bun just yet
Mathews explained that AI won’t be a one-size-fits-all solution. In busy locations with long lines, humans may actually be better at handling the rush. Instead, Taco Bell is weighing a hybrid approach, where staff can monitor orders and step in when the AI messes up.
The company isn’t abandoning the project completely. Voice AI remains part of Taco Bell’s long-term roadmap, with over two million orders already processed through the tech. But the exact role of AI is still under debate.
“For our teams, we’ll help coach them: at your restaurant, at these times, we recommend you use voice AI or recommend that you actually really monitor voice AI and jump in as necessary,” Mathews added.
The broader debate around AI in everyday life continues to spark backlash. Earlier this month, Will Smith faced criticism for allegedly using AI to edit concert footage, while YouTube was slammed for rolling out AI-powered age estimation system in the US that can force users to provide ID to watch certain videos.
For Taco Bell, the experiment is far from over, but for now, it seems the machines aren’t fully ready to take the wheel at the drive-thru.
