Role and Impact of Artificial Intelligence in McDonald's: A Contemporary Management Issue

Contemporary
Management Issues in
21th Century

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
Overview of company and their Artificial intelligence technology.............................................1
Four building block of strategy ...................................................................................................2
Role and impact of artificial intelligence.....................................................................................3
CONCLUSION ...............................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Artificial intelligence refers to simulation of human intelligence in machines which is
developed in such a way to think like human being and copy their actions. It is one of greatest
technology which becomes trend of market. This technology has changed overall business
functions of enterprise because it helps them to analyse the behaviour and preference of their
customers. All large organisation of world uses artificial intelligence in their business to achieve
great heights in their business. The application of artificial intelligence helps organisation to
operate their business along with advance machines and software which are not required to be
command and working in their own thinking. There are large number of benefits are present for
the usage of artificial intelligence and the feature of their decision making on past data of
customers helps them to attract the customer towards organisation. McDonald also one of
organisation which uses this technology in their business to make them more competitive in
market. This report provides description related to impact and role of artificial intelligence for
organisation and their strategies.
MAIN BODY
Overview of company and their Artificial intelligence technology
McDonald's is an American multinational food company which was founded by Richard
and Maurice McDonald's in year 1940. In their early days management of company provide
barbecue grill eatery services to their customers but later open different types of restaurants. As
per the record of 2019 the management of enterprise operates more than 37000 restaurants in
1230 countries of world which helps to make huge revenue. The strategist of enterprise are
always sop competitive which analyse the market and makes changes in organisation according
to need of demand (Dumas and Beinecke, 2018). There are different types of strategies are
develop by management which makes organisation more sophisticated for customers.
In the year 2017, the leaders of company adopted new strategy plan which was called
Velocity Growth programme. Under this programme, the management of organisation plan to
transform whole which model as per need of time and customer experience. New plan of
enterprise are having two objectives such as to provide services of home delivery and mobile
ordering with the helps of McDonald's mobile application. The other objectives is to restructure
of all restaurant of company and makes them more innovative and attractive for customers.
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