An example of a quick response in ChatGPT using the Starbucks beta app.
Source: Starbucks
Starbucks has launched a beta app in ChatGPT to inspire customer drink orders, the company announced Wednesday.
To use the beta app, customers must activate the Starbucks app through ChatGPT’s app directory, then enter a prompt on the chatbot that includes “@Starbucks.” While they can customize their orders and even select where to order, consumers will have to complete their order on the Starbucks app or website — a key distinction for a company that relies heavily on its loyalty program.
“Over the past year, one thing has become clear: Customers don’t always start with a menu,” Paul Riedel, Starbucks’ senior vice president of digital and loyalty, said in a statement. “They start with a feeling… We wanted to meet customers at just that moment of inspiration and make it easier than ever to find a drink that’s right for them.”
Wednesday’s announcement marks the latest way Starbucks is trying to find ways to attract U.S. customers to its cafes. As part of its “Return to Starbucks” turnaround strategy, the company has added seats to its cafes, reduced its menu and reintroduced tiers to its loyalty program.
It also helped customers find new drinks on its mobile app, through its trending drinks category or the secret menu under its “offers” tab. Beverage discovery is also important in appealing to Gen Z consumers, who have shown more affinity for unique beverages at U.S. restaurant chains than members of older generations.
So far, Starbucks’ turnaround strategy appears to be coming to fruition. After two years of declining traffic, the chain finally reported an increase in customer transactions during its fiscal first quarter ended December 28.
Wednesday’s announcement is not Starbucks’ first foray into using generative artificial intelligence or partnering with OpenAI. Last year, the coffee company unveiled Green Dot Assist, an AI assistant for baristas created with Microsoft Azure’s OpenAI platform.
Other consumer companies have also partnered with OpenAI to increase their sales. Walmart, Etsy and Booking.com are among the big names testing shopping and purchasing through ChatGPT’s interface.