How Hilton and Wendy’s Are Using AI to Improve Customer Interactions

Hilton and Wendy’s are leveraging AI to streamline customer interactions, focusing on enhancing efficiency without compromising the human touch. Hilton uses AI to automate routine tasks like selecting the right hotel room photos and allowing guests to choose their rooms from a floor plan. This frees up time for more creative, customer-centric work. Wendy’s has partnered with Google to utilize large language models for voice order-taking in restaurants, allowing staff to focus on delivering hot, fresh, and accurate meals while minimizing mundane tasks.

Artificial intelligence has become the industry’s favorite conference buzzword. But often it lives in the realms of experimentation. Chief marketing officers from Wendy’s and Hilton shared on stage at ADWEEK’s Brandweek event in Phoenix, Ariz. how they’re already using AI to improve the customer experience.

Hilton is using AI to make routine updates to its content, like finding the right photo to post of each of its 1.3 million hotel rooms, CMO Mark Weinstein said. The hotel chain is also using the tech for easily automatable tasks like helping customers pick rooms from a floor plan.

“If you focus on the routine things that are low value-add to automate,” Weinstein said, “it ultimately reinforces the thing we all do best; bringing creativity, bringing the humanity.”

Wendy’s is working with Google Large Language Models to listen to customers and take orders.

“[We can] take out non-value added tasks in the restaurant so that our team members can focus on what matters most to the customer,” Radkoski said. “And what matters most is not that a crew member heard their order, it’s that their order’s right and the food is hot and fresh and delicious.”

Full report at AdWeek.