Starbucks wants to whet customers’ whistles even further. So, naturally, it is turning to AI.
The company launched a beta app on Wednesday in ChatGPT to help inspire customers to select a Starbucks drink “based on their mood or vibe of the day.”
A customer needs to use the Starbucks mobile app in ChatGPT’s directory and tell ChatGPT what they’re in the mood for by entering a prompt with the tag “@Starbucks.” Customers can also upload a photo of what they want, and the app will offer Starbucks drinks that match their request.
Orders can be customized, and to ensure they select the location they want, customers must complete their order in the Starbucks app or on the website.
Menus are so yesterday
The app was designed to reduce friction and meet customers where they are while also offering new drinks, the company said.
“Over the past year, one thing has become clear: Customers aren’t always starting with a menu,” Paul Riedel, Starbucks’ senior vice president of digital and loyalty, said in a statement. “They’re starting with a feeling …. We wanted to meet customers right in that moment of inspiration and make it easier than ever to find a drink that fits.”
This is the latest move by the company to lure US customers back to its cafes. Already, Starbucks has reintroduced seating in its cafes, pared back its menu, and refreshed its loyalty program with three new levels; all measures included in its “Back to Starbucks” turnaround strategy.
Improving customer service
The app will not only benefit customers but employees as well.
“For our baristas, it means customers arrive feeling more ready, more inspired, and more excited about the drink they’re about to enjoy – which creates even richer moments of connection across the counter,” Riedel said.
This is not the company’s first venture into AI-powered tools. Last year, the coffee giant partnered with Microsoft to develop a virtual assistant called Green Dot Assist, which helps baristas deliver “quick, conversational answers to everyday questions, from recipes and routines to service standards,’’ on in-store iPads.
Starbucks has also enabled customers to find new drinks in its mobile app, through its trending beverage category, influenced by social media, or through its secret menu under the “offers” tab. Drink discovery has become important for winning over Gen Z consumers, who have gravitated toward innovative beverages at US restaurant chains.
The strategy may be working. After two years of declines in traffic, Starbucks reported rising customer transactions in its fiscal first quarter ended December 28.
The beta app has not quenched the company’s plans for AI. Riedel said Starbucks will continue exploring ways technology can be used to “delight our customers while supporting our baristas. This is only the beginning.”
Also read: Uber’s AI cart assistant now builds grocery orders from text prompts and handwritten lists, showing how chat-based shopping tools are moving well beyond search.