sharesShare articleHungry Jack’s is expanding its drive-thru AI technology despite customer backlash, a move one retail expert warns signals the start of a broader trend in fast food.In a recent Instagram video, a customer shared a frustrating experience while ordering a coffee via the ‘Jacki’ AI assistant at the fast food giant’s St Peter’s location in Sydney – one of two locations where the technology is currently being trialled. The system attempted to upsell the man on his order twice.A Hungry Jack’s customer recently documented their experience with an AI drive-thru attendant. Instagram/@realboldbeardedAdvertisementRetail expert Amanda Stevens told nine.com.au Australians should brace themselves for more AI use in retail settings, including fast food. It is being trialled not only at Hungry Jack’s, but also at KFC.“I think we are going to see more and more of this,” she warned. “I think the brands that will get it right will deploy this strategy as part of their AI customer service agents.”In his video, the Hungry Jack’s customer (@realboldbeared) is shown pulling up in the drive-thru to a sign that reads: “Meet Jacki. Our new AI crew member.”Read moreAustralia’s favourite fast food chain revealed in surprise result as giants score surprisingly lowWhen he requests a long black, ‘Jacki’ asks if he wants it to be “hot or iced”, responding “hot”. Then he is asked if he would like to make it a “large”, to which he says.To add insult to injury, Jacki appears to be speaking with an American accent.Hungry Jack’s began its AI drive thru roll out in 2025, and they aren’t the only fast food brand trialling the technology.AdvertisementKFC is also using AI in its drive-thrus, however it is only being used to facilitate card payments, not to take orders.Some customers have expressed their frustrations with the technology. iStock Some Hungry Jack’s customers who have experienced Jacki at the two locations it’s being trialled at have left furious reviews.“Customer service is disappearing. The businesses don’t respect the team so it goes both ways,” one commented on Instagram.AdvertisementAdvertisementKFC is also trialling AI technology in its drive-thrus, but to facilitate digital payments only. Getty“I hate it I don’t go there any more,” another said.One nine.com.au staffer commented: “They have this near me, it’s the worst! Never went back because it makes the whole ordering process unnecessarily slow and difficult.”Another customer accused Hungry Jack’s of using AI to create ads, commenting on a recent Instagram post by the company: “Hey if you guys are using AI for your ads and now from what I’ve seen, your drive through, I will no longer be buying any food from you guys.”AdvertisementIn order for retailers’ use of AI to be accepted by customers, Stevens believes there should be some conditions.It needs to “feel personal and proactive yet transparent,” it “must feel at least as efficient as human service, if not faster,” and customers should be “told the brand is using/trialling AI, including what the benefits are to the customers”, she said.She added that customers should “always have the option to revert to a human, if they choose”.AdvertisementAdvertisementIn the case of Hungry’s Jacks at St Peters and Minchinbury and KFC, human service is available for cash transactions in drive-thrus, or by placing orders in stores, although even here staff is being replaced with ordering screens.“Hungry Jack’s is continuing to trial a digital voice-activated customer ordering system at several select restaurants,” a spokesperson for the company told nine.com.au.A spokesperson has confirmed the trial continues. Uber Eats/Hungry Jacks“The trial’s aim is to assess the role of technology in delivering an improved and enhanced customer experience. Guest satisfaction and feedback are fundamental contributing factors to the ongoing assessment. Advertisement“The ordering system is designed to allow crew to focus on improvements across key customer touchpoints within the restaurant and deliver on overall service improvements.”The four-year experiment that created Australia’s best sausage rollAustralia’s best supermarket party pies have been crowned20 minutes, no ‘fancy’ ingredients: Jamie Oliver wants to transform your dinnersAustralia’s favourite fast food chain revealed in surprise result as giants score surprisingly low