Impact of artificial intelligence on customer satisfaction at McDonald’s in Slovenia
Economist
Artificial intelligence, known as AI, is an emerging field that includes the expansion of computer systems that can perform everyday jobs that need knowledge of a human. The Slovenian fast-food industry is gradually integrating digital and AI technologies, although the pace remains more conservative compared to Western European markets.
Common digital tools include self-service kiosks, QR-code-based ordering, and digital menu boards, which are becoming standard features in larger franchises. McDonald’s is the main worldwide fast-food chain, has incorporated AI-driven tools, for example, AI drive-thru systems and AI-powered menu recommendations and self-service kiosks.
These AI systems aim to reduce waiting times, increase order accuracy, and offera personalised dining experience, which contributes to higher customer satisfaction levels.
This study explores how these developments translate to the Slovenian context, with particular attention to McDonald’s Slovenia. Drawing on customer perspectives and insights from company representatives, the analysis indicates clear benefits where AI solutions are visible, intuitive, and reliably supported by staff.
Respondents highlight faster service during peak periods, fewer order errors, smoother queue management, and more relevant offers via digital channels. Customers also value greater control when configuring orders through kiosks or mobile applications, which can reduce friction and perceived effort in the service encounter. At the same time, several cautions emerge. Some guests, especially older people, prefer human interaction and may perceive kiosk interfaces as daunting without on-site guidance.
The successful implementation of AI in the Slovenian fast-food sector, therefore, depends not only on technological innovation but also on its alignment with local customer expectations and service norms.
A hybrid service model that combines digital efficiency with human warmth and support is likely to yield the highest levels of customer satisfaction. This research underscores the importance of adopting AI in a manner that is user-friendly, inclusive, and contextually appropriate.
By complementing rather than replacing human service, AI has the potential to elevate the overall dining experience, positioning fast-food chains like McDonald’s as both technologically advanced and customer-centric in the Slovenian market.
