How Wendy’s is redefining CX using gen AI
Discover how Wendy’s is using generative AI to transform customer experience and set new industry standards
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Wendy’s is redefining customer experience (CX) by utilizing generative artificial intelligence (AI). The iconic fast-food brand’s adoption of generative AI is not just about operational efficiency but about setting a new benchmark in how businesses engage with customers. According to CX Network’s Global State of CX 2025 findings which will be released in March, generative AI came out as the second most influential trend impacting the work of practitioners at present.
So, what could Wendy’s venture into generative AI reveal about the future of customer experience — and what can industry leaders learn from Wendy's to redefine engagement in their own organizations?
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Wendy’s strategic initiative
Wendy’s use of generative AI technologies is emblematic of a broader trend among customer-centric organizations. At its core, generative AI enables businesses to deliver hyper-personalized interactions at scale, harnessing large language models (LLMs) to understand and predict customer needs.
In 2024, Wendy’s announced its collaboration with a leading AI provider to pilot AI-driven order-taking at drive-thrus. This initiative leverages natural language processing (NLP) to facilitate seamless and human-like interactions. According to McKinsey’s 2024 report on AI adoption, 60 percent of companies integrating AI into operations observed a 20 percent increase in customer satisfaction metrics, underlining the transformative potential of AI in enhancing CX.
Enhancing operational efficiency
One of the key benefits of generative AI lies in its ability to streamline operations while maintaining exceptional service quality. For Wendy’s, integrating artificial intelligence (AI) at the drive-thru addresses critical pain points such as long wait times and order inaccuracies. AI-powered systems can process multiple customer orders simultaneously, ensuring faster service and reducing operational bottlenecks.
A 2025 Gartner study on AI in quick-service restaurants (QSRs) reveals that businesses using AI for operational tasks reported a 30 percent reduction in service delays. For Wendy’s, this translates into higher customer turnover during peak hours and improved customer satisfaction scores. Also, AI systems equipped with voice recognition and contextual understanding can handle complex modifications to orders, a frequent source of errors in traditional systems.
Personalization at scale
Generative AI empowers Wendy’s to deliver personalized menu recommendations by analyzing customer preferences, purchase history and even external factors like the weather. For instance, if a returning customer frequently orders a specific meal, the AI system can proactively suggest complementary items or promotional deals. On a hot day, the system might suggest a cold beverage, anticipating customer needs in real time. It isn't the first QSR to do this; McDonald's combines customer behavior data with data on external factors, such as the weather, to predict demand and push loyalty rewards.
This personalization not only enhances the customer experience but also drives incremental revenue. According to a Salesforce 2024 report, 73 percent of consumers expect companies to understand their unique needs and expectations. Wendy’s AI-driven personalization aligns with this demand, creating a differentiated customer journey that fosters customer loyalty and repeat business. Research by Deloitte in 2025 also highlights that personalized marketing strategies driven by AI result in a 25 percent higher average order value.
How can voice AI drive engagement?
A significant feature of Wendy’s generative AI initiative is the use of voice AI to power drive-thru interactions. Voice AI systems can handle natural, conversational language, making the customer experience feel more human and less transactional. According to a Juniper Research report in 2025, the global market for voice AI technologies in customer service is expected to reach US$3.8 billion by 2027, with QSRs driving a significant portion of this growth.
Wendy’s approach taps into this trend, with early tests showing a 15 percent increase in customer satisfaction scores and a noticeable reduction in order times. Customers appreciate the convenience and accuracy of AI-powered voice systems, especially during busy hours.
The challenges and ethical considerations
While the benefits of generative AI are compelling, Wendy’s foray into this technology is not without challenges. Data privacy and ethical AI usage are critical considerations. Ensuring compliance with regulations such as the EU's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) is paramount, particularly when handling sensitive customer data.
Maintaining the “human touch” in AI-driven interactions is another important factor. A PwC study in 2024 highlighted that 82 percent of consumers prefer engaging with real humans for complex queries, underscoring the importance of blending AI efficiency with empathetic customer support. Wendy’s addresses this by positioning AI as an augmentation of human capabilities rather than a replacement, ensuring that staff are available for escalations and nuanced customer interactions.
The role of AI in upselling and loyalty programs
Wendy’s generative AI capabilities extend to upselling strategies and loyalty program integration. With CX Network’s Global State of CX 2025 respondents ranking customer loyalty and retention in the top three trends impacting the role of the CX practitioner this year, Wendy’s initiative has clearly come at the right time.
By analyzing purchasing patterns and reward histories, AI can offer tailored suggestions to encourage customers to redeem points or explore new menu items.
According to a 2025 report by Accenture, companies using AI for loyalty management experienced a 30 percent increase in program engagement rates. Wendy’s early results reflect this trend, with AI-driven recommendations boosting loyalty program participation and overall customer retention.
The impact on CX
Wendy’s adoption of generative AI signals a paradigm shift in the QSR sector, with far-reaching implications for CX across industries. By demonstrating how AI can enhance both efficiency and personalization, Wendy’s sets a precedent for businesses aiming to deliver superior customer experiences.
According to a 2025 Deloitte survey, organizations that prioritize AI-driven CX initiatives see a 25 percent higher retention rate and a 15 percent increase in customer lifetime value (CLV). These metrics underscore the strategic advantage of investing in generative AI for sustained business growth.
Moreover, the use of decentralized AI technologies in broader enterprise contexts is gaining traction. Wendy’s success showcases the potential for other industries — from retail to healthcare — to utilize AI for similar transformative outcomes.
Key takeaways for CX Leaders
- Invest in personalization: Generative AI enables real-time personalization, a critical differentiator in today’s competitive landscape.
- Focus on ethical AI: Balancing AI capabilities with transparency and ethical considerations builds trust and ensures compliance.
- Adopt a hybrid model: Combining AI efficiency with human empathy creates a holistic customer experience.
- Utilize data insights: AI-driven analytics can uncover valuable patterns, driving strategic decision-making and enhancing customer engagement.
- Prepare for scalability: As AI technologies mature, organizations must build scalable infrastructures to support increasing demand.
Quick links
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