Taco Bell Reevaluates AI Drive-Thru Technology After Viral Incident Involving 18,000 Water Orders
Taco Bell is reconsidering its use of artificial intelligence (AI) in drive-thru ordering systems following a viral video showing a man ordering 18,000 cups of water through the AI-powered voice system, which failed to handle the order appropriately.
The incident has raised significant questions about the effectiveness and reliability of the AI ordering technology deployed at more than 500 Taco Bell locations across the United States starting in 2023. The company’s Chief Digital and Technology Officer, Dane Mathews, openly acknowledged that despite early ambitions for faster and more accurate service, the AI system has not performed well under real-world conditions.
In the viral video, the customer initially ordered a “large Mountain Dew” but was repeatedly asked by the AI, “And what will you drink with that?” despite clarifications, illustrating how the system can become stuck in loops and fail to understand simple requests, which led to widespread online ridicule. In a more extreme example, another customer successfully ordered 18,000 cups of water, demonstrating how the AI was vulnerable to exploitation and lacked basic limits on unreasonable requests.
Background and Objectives of the AI System
The AI-driven ordering voice system was introduced to streamline the drive-thru process, aiming to minimize errors, accelerate service times, and provide a seamless customer experience during peak business hours. Over two million orders have reportedly been processed using the AI since launch, with the company stating many were successful.
Challenges and Limitations
However, numerous videos and social media posts have illustrated the system’s shortcomings, including misunderstood orders, repetitive questioning, and frustrated customers resorting to yelling at a robotic voice. In many cases, human employees have had to intervene to correct or complete orders, raising the question of the technology’s actual benefit compared to traditional human interaction.
Mathews candidly admitted to the Wall Street Journal that there are situations — especially busy periods with long lines — where humans are currently better suited than AI to handle orders. “There are times when humans are better suited to taking orders, especially when restaurants are busy,” he said.
Industry Context
Taco Bell’s experience reflects broader challenges faced by large fast-food chains experimenting with AI in customer service. Competitors like McDonald’s and Wendy’s have also explored AI drive-thru systems, with mixed results — McDonald’s previously suspended its AI ordering system citing bugs and customer dissatisfaction, while Wendy’s continues gradual deployment using technology developed by Google.
Future Directions
Taco Bell is now reevaluating its AI strategy, focusing on finding a balanced approach where voice AI can assist but not replace human order-takers. The company plans to educate and coach store teams on when to rely on AI and when to intervene with human support to ensure better service quality.
Despite the setbacks, Taco Bell remains positive about the lessons learned in this early stage of AI integration, emphasizing that human employees still play a crucial role in delivering a satisfying customer experience.
Conclusion
The viral 18,000 water order and similar glitches have sparked an important conversation about the limits of current AI technology in fast-food service environments. While AI offers potential efficiency gains, Taco Bell’s experience underscores that human judgment and oversight remain essential as the technology continues to evolve.