McDonald’s has a ferocious appetite. In six months, in 2019, the American god of junk food alternately devoured the Israeli Dynamic Yield and the American Apprente. At an infernal “tier cost”, given that the $ 300 million for the former and the unrevealed figure for the latter represent a large part of the $ 608 million increase in annual investment, a record in 20 years.
The digital transition hungry belly has no ears for recalcitrant lenders: Since 80% of its customers never leave their cars when they come to get food and drink at one of its 38,000 restaurants, McDonald’s will ask the two start-ups to reinventing their experience – 95% franchisees or less – in almost a snap of their fingers, as evidenced by the insane timing of the implementation of new technologies.
Six months after the closing of the transaction with the Israelis, 11,000 American units are equipped with it. Customers no longer see the usual menu, so far identical for everyone, but a menu that varies according to the time of day, the weather, the combinations most ordered by other customers and the products found in the fast food restaurants they frequent. Reading customer plates will provide them with a personalized welcome instead of the cold “Hi McDonald, my name is Noémie, what can I do for you?” », Or even to offer them a predefined command in line with what the driver of this car performs most often. Additionally, speech recognition will accelerate order taking, even in a booming Chicago suburb.
To win 30 seconds million times
If Old Europe has largely forgotten that in “fast food” there is “fast”, in the United States every second counts, remember this textbook case. Double integration must achieve a triple goal: to speed up order taking, to increase the driver’s average basket by offering him products he hadn’t thought of at the beginning, and to save precious seconds in the kitchen, since the device had to be accompanied by connected fryers capable of add a portion of fries when ordering, or even, later, by robots that assemble the sandwiches.
Far away from storytelling with warm and muted colors, joyful music and warm atmospheres, McDonald’s is a high precision mechanism that first wants to save 30 seconds out of the 3 30 minutes it takes to take an order and this is the artificial intelligence that will make it possible. And if artificial intelligence has no interest or is not the tool that the brand expects, it will be resold. Part of Dynamic Yield was thus sold to Mastercard three years later.
As for artificial intelligence, all experts assure it: a tool is, a tool must remain. Only in this capacity does it have an economic interest. According to PwC, artificial intelligence is expected to increase corporate profits by 40% to $ 14 trillion by 2035, and the global AI market is expected to grow from $ 387 billion this year to $ 1.4 trillion in 2029. adds Forbes; the artificial intelligence software market is expected to hit $ 62 billion this year, Gartner reports.
Knowledge management, at the forefront
In this prediction Spanish inn, where everyone comes with their own data, the only thing that matters is the methodology to understand. Almost half of the result announced by Gartner (28 billion dollars), for example, is driven by sales of software in knowledge management (+ 31%), virtual assistants (+ 14.7%), self-driving cars (+ 20.1%), digital work environments (+ 20%) and database construction (+ 19.8%). In his famous technology adoption chart, 18 out of 29 AI-related technologies have not yet reached the pinnacle of their inflated expectations. Only one will be ready within two years, computer vision, born … in the 60s, but very useful in neurobiology, physics or for industrial robots. Next, in two or five years, will come the annotation and tagging of data, a very important area, and intelligent applications capable of suggestions and customizations.
Augmented intelligence will unite us and strengthen our critical sense, our empathy and our humanity.
“Artificial intelligence involves only those who believe it,” laughs, in the voice of Jacques Chirac, Abdu Gnaba, an anthropologist, who probably never pays heed to these prophecies of consultants worried that CEOs and other political leaders embrace intelligence. artificial more passionately than a teenager a young woman would give a first kiss to … E Saverio Bettel And Etienne Schneider believe it, in artificial intelligence. Almost simultaneously with the burger king, the Prime Minister and his Minister of Economy invited reporters to a joint press conference to present two documents: a strategic vision on artificial intelligence, for the Head of Government and Minister of La digitization and a data-driven innovation strategy to support the emergence of a sustainable and reliable economy, for the VRP of the economy. “The two sides of the same coin”, the Ministry of State actually comments.
Finding the right risk-potential balance
Three years later, the services of the head of government let it be known that they are monitoring the arrival of the AI Act before the European Council of Ministers, to ensure that it respects “the good balance between potential and risk. of products placed on the market. “The evolution of the market and that of standards, both before the European Union and before the Council of Europe, are not easy, especially since the ministry launched the third generation of calls for projects for streamline administrative life in compliance with the principle of privacy the design and pragmatic ethics of AI. With Schneider gone, the Ministry of Economy has never deigned to answer the same questions we asked the Ministry of State, which will have to adapt the legislation to its future national data exchange platform.
Because the State, represented by six ministries (the Ministry of State, the Ministry of Economy, Finance, Digitization, Research and Higher Education and Social Security), the Luxembourg Institute of Health and the Institute of Socio-Economic Research from Luxembourg have created a new economic interest group, the Pned, whose interest will go far beyond health data. What creates a particular country appeal and “sandboxed” data use cases in different economic contexts. The sandbox, often requested in the financial sector, has been postponed, the decision makers believing that the Luxembourg market alone to launch a product was not enough. There, the perimeter will be wider.
AI already everywhere
Beyond the password, artificial intelligence is already everywhere. According to our calculations, at least two-thirds of the start-ups listed by Luxinnovation in its first start-up directory use one form or another of artificial intelligence, and it is with these technologies that they hope to become established players, which they sometimes do. still fax their business.
The major industrial players, ArcelorMittal in the lead, have long understood the benefits they could derive from it, from improving production to reducing energy bills: more than 60 years have passed since the steel giant finances its research center in Maizières -lès-Metz and 50 years old who integrated finds from that of Rodange; the celebration of Rotarex’s 100th anniversary was an opportunity to realize that the valve giant invests 30% of its annual turnover in research and development; in May, Goodyear unveiled its SightLine range, to “democratize tire intelligence”.
A sandbox in Luxembourg
At the end of June, one of the most interesting news was badly received. G-Core Labs, the company that hosts data from many giants and from Luxembourg, including data from Agence eSanté, based in Luxembourg but with access points in 130 cities in Europe, North America, North America and Latin America or Asia , announced the launch of a cloud AI infrastructure thanks to a revolutionary processor from the British company Graphcore.
“This cloud was designed to help companies in various fields, including finance, healthcare, manufacturing and scientific research. The launch of the cloud will prove not only important to end users, but also to Luxembourg’s high-performance computing ambitions. Hosting this new platform helps cement Luxembourg’s role as the heart of the European hub for AI and is part of the EU’s ambitions for European digital sovereignty as a whole. This project is not only a unique AI infrastructure, but also an important step for the development of the European business community “, assures the press release.
In five to 10 years, what we think we know about this tool will have changed, Gartner predicts. For subsequent layers. In successive waves. We will have entrusted our fate to him. “I hope the world will see better social interactions. I believe augmented intelligence will unite us and strengthen our critical sense, our empathy and our humanity, all that makes the difference between a human being and a machine. Because the goal is not to recreate a person, but to strengthen our abilities “, concluded Luc Julia, one of the two creators of Siri, in her book entitled Artificial intelligence does not exist, published in 2019. The ICT Spring stage, that year, Samsung’s chief technology officer enjoyed it. “AI doesn’t exist.”
This article was written for the journal edition of Paperjam of November 2022 published October 26, 2022. Magazine content is produced exclusively for the magazine. It is published on the site to contribute to the complete Paperjam archive.
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