Dynamic Yield will continue to operate as its own company, but its technology is expected to be brought to 1,000 McDonald's locations in the next three months, and all 14,000 US stores as well as its international restaurants over time, giving McDonald's more ability to adapt and personalize its customer experience.
Acquiring Dynamic Yield will enable McDonald's to take advantage of customer data and other information. Dynamic Yield can allow McDonald's to take action based on information like popular items, weather, time of day, and other demand trends by using algorithms and other AI capabilities to figure out what products to push to consumers to increase sales.
These insights will be deployed through the restaurant's drive-thru menus and self-service kiosks. The digital interfaces will now change what offerings they present and how they present them based on what the data-driven insights and algorithms determine may be more popular.
A dynamic menu can also help McDonald's optimize its operations. In the event that a drive-thru is moving slowly, the menu can highlight simple items to help get its processes back on track, and it can promote complex and expensive products when the drive-thru is running smoothly. This shows how this implementation of AI can go beyond driving sales and help improve the customer experience at McDonald's overall.
Physical retailers in all segments need to find ways to incorporate similar AI and personalization. This process won't be as easy for other retailers since most don't already have screens like McDonald's that can directly employ data insights on demand, but they would be wise to find their own ways to do so. E-commerce
And so it begins.
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