Starbucks CEO, Brian Niccol, recently hinted at a future where your morning cup of joe is as simple as voicing your order into your smartphone. The company is eyeing the potential use of Artificial Intelligence (AI) to handle voice orders and improve their ability to recall customer preferences. By integrating AI, the coffee giant aims to "remove friction" in the customer interaction process.
The envisioned system would allow customers to simply express their need for Starbucks to their phone, setting up the order, and indicating a pick-up time. Customers can then arrive at Starbucks and find their drink ready.
However, the involvement of AI in the Starbucks process is only experimental so far. The cafe chain primarily seeks to foster a hospitable, social atmosphere in its cafes while AI and other cutting-edge technologies play a role behind the scenes. It is part of a program to reinvigorate sales without resorting to ubiquitously offering promotions.
Their approach underlines a notable point: hospitality businesses like Starbucks may be hesitant to apply AI in customer-facing positions at present. Other businesses, like Chipotle, have praised the utilization of advanced technology but most often aimed at improving back-end operations.
Meanwhile, the coffeehouse titan is taking other steps toward a physical makeover- closing ill-suited stores and renovating others. The renovations include rugs, drapes, and potential plant installations aim to encourage grab-and-go customers to come in and sit down.
Niccol also highlighted teens as a critical target audience for the company. Starbucks hopes to provide them a space for more traditional forms of socializing, urging them to put their phones down and connect with each other in person.