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It was apparently pleased enough with how Apprente's voice assistant performed in real-world trials to snap it up. And unlike Dynamic Yield, which has remained a separate corporate entity wholly owned by McDonald's, Apprente will come entirely in-house.
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That makes this as much a defensive acquisition as anything; Burger King and Wendy's are now going to have to cook up, or acquire, their own voice AI. Not only that but the Apprente team will become founding members of the newly formed McD Tech Labs, a Silicon Valley—based group that will work on better drive-throughs—or faster ones, at least—through technology.
On that last point, an Apprente press release last fall touted that its AI "offers a more consistent and pleasurable customer service experience with its virtual agents never sounding tired, annoyed, unhappy, or angry. A McDonald's spokesperson also described it as "premature" to discuss plans for deployment and did not share details about how extensive the testing has been.
In other words, it's not clear when the voice on the other end of the McDonald's order kiosk will be a robot or if you'll notice once it is.
Hopefully McDonald's will tell you up front , given the subtle creepiness of talking to a machine unawares. If Dynamic Yield is any kind of point of reference, McDonald's made that acquisition in March; today it's in over 8, of the company's 14, US restaurants.
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It'll be in "nearly all" by the end of , according to a McDonald's press release. The story here is about McDonald's and its aspirations to be a tech company, sure. But more important, it's yet another reminder that in the year , every company is a tech company. Even the ones you least expect. Paris Martineau.
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Louise Matsakis. Alex Baker-Whitcomb.
Can We Plant 20 Million Trees for ? The Math Says Yes. Rhett Allain. Brian Barrett is the digital director at WIRED, covering security, consumer technology, and anything else that seems interesting.
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