Photo by Manny Becerra on Unsplash
Is AI ready to take your late-night Chalupa order? Taco Bell’s not so sure.
If you’ve visited one of the over 500 Taco Bell locations testing out voice AI in the drive-thru, you might’ve noticed something… odd. Like someone “ordering” 18,000 water cups just to get past the AI and talk to a real person. Yes, that really happened.
So now Taco Bell is rethinking things.
Humans or bots at the drive-thru window?
Taco Bell’s Chief Digital and Technology Officer, Dane Matthews, recently told The Wall Street Journal that the company is having an “active conversation” about when it actually makes sense to use AI — and when it doesn’t.
Matthews himself admits he’s had mixed experiences with the tech:
“Sometimes it lets me down, but sometimes it really surprises me.”
That pretty much sums up how most of us probably feel about AI in real life. Sure, it’s impressive when it works. But when it doesn’t? Frustration kicks in fast — especially when you just want a Crunchwrap Supreme and a Baja Blast.
Photo by milan degraeve on Unsplash
Not a full takeover — at least, not yet
Right now, Taco Bell isn’t going all-in on AI drive-thru ordering. While over 500 stores have tried out the voice bots, Matthews says franchisees still have flexibility. Depending on the location and the pace, restaurants might choose to turn off the AI — or monitor it closely during peak hours.
“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,” says Matthews.
Translation: In busy spots, humans are still very much in the loop.
What this means for your next drive-thru visit
If you’re driving through Taco Bell at 6 PM on a Saturday, don’t be surprised if a real person takes your order instead of a bot. The company seems to be focusing on finding the right mix — figuring out when AI helps speed things up, and when it just slows everything down.
This approach makes sense. AI has its strengths, but if it’s putting up roadblocks between customers and the food they want, it’s probably not doing its job right.
So for now, Taco Bell isn’t tossing out AI. But it is paying closer attention to when it actually works for both customers and staff.
And honestly, that’s a smart way to handle new tech — not just because it sounds futuristic, but because it actually helps make things better.
Keywords: Taco Bell AI, drive-thru technology, Taco Bell voice AI, fast food automation, AI ordering system, Taco Bell digital strategy, Dane Matthews, AI fast food experience
