1、 2024 CMO Council All rights reserved.1REAL-TIME AI INTERACTION AT THE POINT OF TRANSACTIONREAL-TIME AI INTERACTION AT THE POINT OF TRANSACTION 2024 CMO Council All rights reserved.2REAL-TIME AI INTERACTION AT THE POINT OF TRANSACTIONTABLE OF CONTENTSINTRODUCTIONREMODELING THE DRIVE-THRU EXPERIENCER

2、USH HOUR AT THE DRIVE-THRUGRIDLOCK&BLINDSPOTS 3467REVVING UP THE REVENUE ENGINEUNDER THE HOOD OF INNOVATIONCONCLUSIONABOUT9101314REAL-TIME AI INTERACTION AT THE POINT OF TRANSACTION 2024 CMO Council All rights reserved.3REAL-TIME AI INTERACTION AT THE POINT OF TRANSACTIONCustomers spent$350 billion

3、last year at quick service restaurants(QSR)in the United States,according to Statista.QSRs spent well over$4 billion on brand advertising,much of it on television,out-of-home,billboards,digital media engagement,sponsorships and promotions.However,the challenge remains for traditional outbound and in

4、bound programs to show evidence of attribution and contribution to sales impact,transactional order value and customer experience at a location level.On premise,“in-the-moment”digital marketing innovation is a new opportunity area for CMOs to add value to every visit.This is where the tires touch th

5、e tarmac at 200,000 drive-thru locations accounting for around 70%of QSR sales nationwide.It is also where personalized customer insight is lacking,speed and convenience are essential,and suggestive customer upsell,cross-sell and recognition are challenged by staff limitations and the lack of approp

6、riate technology.Its an opportunity for QSRs to combine individualized customer identity recognition technology with AI automation and enriched customer data insight to deliver business-building menu marketing and customer value in the moment of service.INTRODUCTIONEmerging“in-the-moment”marketing s