Starbucks is exploring facial recognition and background AI models for drive-thru ordering, aiming to assist baristas and streamline customer interactions.
CEO Brian Niccol outlined plans during an earnings call to test and scale these automated systems through fiscal 2027.
During a recent financial update in October 2026, the company's CEO, Brian Nichol, said that the company is looking at experiences that recognize participating customers. He clarified, however, that they are still in the early stages of this process, stating that the company will test, learn, and expand what works.
Beyond that, the coffee chain plans to test behind-the-scenes artificial intelligence tools for drive-thru locations. Specifically, in fiscal year 2027, these systems will help workers record orders more accurately and quickly.
Reactions from consumers and other companies
The prospect has already sparked backlash from consumers on platforms like X and Bluesky, with some calling the potential practice intrusive and strange. It is worth noting, however, that Starbucks did not explicitly use the phrase “facial recognition” in the financial briefing.
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Starbucks isn’t the only company looking into such solutions. Yum Brands, the parent company of Taco Bell, told investors in April 2026 that it was testing using artificial intelligence to display different menus at drive-thru locations. Similar systems in the restaurant industry have faced problems and unusual situations in the past, such as a viral video in which customers tricked Taco Bell’s systems by ordering 18.000 cups of water.
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