McDonald's will sell hamburgers using artificial intelligence

McDonald's will sell hamburgers using artificial intelligence

The US company will buy a 'startup' to personalize the consumer experience

   The American restaurant chain McDonald's announced on Tuesday that it bought the technology firm Dynamic Yield, specialized in the use of artificial intelligence, to give a personalized treatment to customers.


The fast food company will implement the technology of the 'startup' Dynamic Yield in the car service known as "drive-thru". With this, the menu will be updated automatically adapting to variables such as weather or traffic.



Although none of the parties detailed the price of the transaction, experts quantified it at 300 million dollars, which could be the largest acquisition by McDonald's in twenty years.

"Technology is a critical element of our rapid growth plan, which improves the experience of our customers by providing them with more amenities," said Steve Easterbrook, president and CEO of the hamburger chain.

Technology is a critical element of our rapid growth plan

The acquisition of Dynamic Yield will allow us to expand the "ability to increase the role that technology and data will play in our future and the speed at which we will be able to implement our vision of creating more personalized experiences for our clients," added the executive. McDonald's

The company plans to integrate this technology with the rest of its digital products, from self-service centers in restaurants to its mobile application.