𝗨𝗻𝘃𝗲𝗶𝗹𝗶𝗻𝗴 𝘁𝗵𝗲 𝗽𝗼𝘄𝗲𝗿 𝗼𝗳 𝗔𝗜 𝗶𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 - 𝗲𝘆𝗲-𝗰𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝗲𝘅𝗮𝗺𝗽𝗹𝗲𝘀
GenAI has huge potential to improve marketing and customer experience. Content creation is top of mind. However, the greatest potential for AI lies in a wide range of specific AI implementations. McDonald's, one of the leaders in the field, has been actively integrating AI technologies into many applications. Here are just a few examples:
𝟭. 𝗔𝘂𝘁𝗼𝗺𝗮𝘁𝗲𝗱 𝗗𝗿𝗶𝘃𝗲-𝗧𝗵𝗿𝘂𝘀: McDonald's acquired Apprente, a voice technology firm, to implement natural language processing (NLP) and machine learning (ML) in their drive-thrus. This technology allows for automated order-taking, aiming to create a faster, simpler, and more accurate process.
𝟮. 𝗢𝗿𝗱𝗲𝗿 𝗣𝗿𝗲𝗱𝗶𝗰𝘁𝗶𝗼𝗻: Through the acquisition of Dynamic Yield, McDonald's introduced machine learning-based decision technology to their drive-thrus. This system uses data points such as time of day, current order selections, restaurant traffic, menu item popularity, and weather conditions to update digital menu displays and suggest items, personalizing the customer experience.
𝟯. 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗗𝗶𝘀𝗽𝗹𝗮𝘆𝘀: The integration of Dynamic Yield's technology also enables McDonald's to employ digital displays that adapt in real-time, recommending items based on popularity, weather, or preparation time during busy periods to reduce wait times.
𝟰. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝗣𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻: McDonald's leverages AI to personalize the customer experience across various ordering channels, including drive-thru, in-store kiosks, or mobile apps, using the technology from Dynamic Yield.
𝟱. 𝗗𝗮𝘁𝗮 𝗔𝗻𝗮𝗹𝘆𝘁𝗶𝗰𝘀 𝗳𝗼𝗿 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: McDonald's uses data-driven AI to understand and respond to customer demand patterns, which is crucial for enhancing the customer experience and optimizing operations.
𝟲. 𝗔𝗜-𝗗𝗿𝗶𝘃𝗲𝗻 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗲𝘀: McDonald's can use AI to analyze customer data, create targeted campaigns, predict consumer behavior, and optimize marketing spend.
What's your view on the integration of (gen) AI in your industry? Happy to discuss!
stefan.oglesby@data-iq.ch
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