Taco Bell is rethinking its AI-powered drive-through orders after viral backfires and mixed results. The fast-food giant’s voice AI rollout hit over 500 locations but sparked awkward moments—including a viral clip of a customer ordering 18,000 water cups to get a human on the line.
Chief Digital and Technology Officer Dane Matthews told The Wall Street Journal the company is still figuring out when to use AI and when not to.
Matthews shared his own mixed feelings about the system: 
“Sometimes it lets me down, but sometimes it really surprises me.”
Taco Bell is leaving flexibility to franchisees on AI use. Some busy locations might ditch voice AI for humans during peak hours.
Matthews explained the hands-on approach:
“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.”
