Background information
Be like Daniel Gyro Gearloose for once: When children become inventive
by Michael Restin
«Apply Thru»: McDonald's is taking a next step toward full automation
27.9.2019
Translation: Eva Francis
McDonald’s is now accepting job applications via language assistants. Applying through Alexa or Google Assistant? No problem. But why would you want a job that will soon be taken over by robots anyway?
Is this McDonald's next major step towards a future with AI and machine learning? Or is it just an attempt to provide future applicants with a tool only to replace their jobs with artificial intelligence in the near future anyway?
Job applications 2.0
McDonald's attracted attention in the spring of this year with a press release about machine learning. The fast-food giant acquired Dynamic Yield, a startup specialising in AI and machine learning, with the purpose of improving their «drive-thru experience».
You can’t actually complete the application process using a voice assistant. After starting, Alexa or the Google Assistant will ask you a few standard questions, which you have to answer out loud. The main purpose of this initiative is to encourage young people to apply for jobs at the fast-food chain – not to outsource the entire recruitment process to the language assistant.
Back to the future
The «Apply Thru» initiative is a further step towards a modern, digital and automated fast food industry. In recent years, McDonald's has invested a lot in being hipper and more millennial friendly – entirely in the interest of its customers, as the US fast-food chain claims.
For some time now, McDonald's has been competing with new burger restaurants that are springing up like mushrooms and struggling with customers' healthier eating and dieting habits, as well as with a food culture that is evolving away from late night drive-thru dinners and towards mobile app ordering.
I have my doubts about the last statement. To me, the fancy application possibility via Alexa or Google Assistant looks a lot like a distraction strategy. People at McDonald's are trying to play down the fact that an enormous amount of money is going into AI and machine learning. Both technologies are used to automate processes. And will sooner or later replace human workers.
I have the impression that the fast food industry is also undergoing a change towards digitalisation. When fast food giants hire more software engineers than chefs and restaurant staff, invest more money in AI and machine learning than in healthier nutrition and allow new application processes via language assistants, it's clear the strategy is to move away from human labour and towards machines.
Technology everywhere
But hey, if they don't like it, they will surely find another job at McDonald's – all they need to do is ask Alexa or Google... nope.
Header image: Not an Apple Store, but a modernized McDonald's branch in the USA. Source: CityAM
Raphael Knecht
Senior Editor
raphael.knecht@digitecgalaxus.chWhen I'm not stuffing my face with sweets, you'll catch me running around in the gym hall. I’m a passionate floorball player and coach. On rainy days, I tinker with my homebuilt PCs, robots or other gadgets. Music is always my trusted companion. I also enjoy tackling hilly terrain on my road bike and criss-crossing the country on my cross-country skis.
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