When it comes to new technology in dining, the big promise has always been faster service and greater accuracy, with the idea that innovation would solve old problems.

The reality, however, has turned out to be quite different, with viral clips spreading of glitches, endless drink refills, and customers left more frustrated than impressed.

Now one of the biggest fast-food chains in the country is taking a hard look at the situation and rethinking exactly where artificial intelligence should and should not belong.


At more than 500 locations, a major restaurant tested voice-powered AI in drive-throughs. The system was designed to cut errors and speed up service, but customer videos showed otherwise.

In one viral post, the bot accepted an order for 18,000 cups of water. Another showed a man getting angrier as the system looped the same question over and over.


Taco Bell’s Chief Digital and Technology Officer admitted the rollout hasn’t been flawless. “Sometimes it lets me down, but sometimes it really surprises me,” he told The Wall Street Journal.

The company says teams will now be coached on when to let AI handle an order and when a human needs to step in—especially when lines get long.


Also read: The $15,400 drive-thru disaster White Castle didn’t see coming

The backlash has played out on social media, with some clips pulling in tens of millions of views. One video alone showed a customer simply ordering a large Mountain Dew, only to be asked repeatedly what drink they’d like with it.

The loop left viewers laughing, but for Taco Bell it also sparked concerns about whether customers could truly rely on the system.

This isn’t the first time a major fast-food brand has stepped back from testing artificial intelligence at the drive-through.

Last year, McDonald’s removed its own automated order-taking after glitches added bacon to ice cream and accidentally stacked hundreds of dollars worth of nuggets on a single ticket.


Also read: AI health advice gone wrong: When a chatbot’s answer leads to the ER

The lesson? Even fast food still needs a human touch. Still, Taco Bell points out that not every order goes wrong.

Since its launch, the system has already handled more than two million transactions across participating locations.

The company says the technology may remain useful in some areas, but it won’t be fully replacing staff at the window anytime soon.

Read next: Fast food’s next big change—are you ready for it?
Do you trust AI to take your food order, or do you still want a person at the window? Share your take below