AI STRATEGY
Starbucks has built AI platforms through Deep Brew and powered by Microsoft Azure. The system analyses data from 17 million mobile app users and the broader Starbucks Rewards programme to deliver personalised recommendations, optimise store operations and predict inventory needs across 38,000 locations worldwide.
Deep Brew examines purchase history, location data, weather conditions and local events to craft tailored product suggestions.
The AI Tool Report notes that the platform has driven a 30 % increase in return on investment and 15 % growth in customer engagement compared to previous marketing methods.
“ Advanced technology, the ability to deploy quickly and some advanced brains is a really nice unlock for Starbucks,” says Brian Ames, Lead Manager of Data Science and Analytics Operations at Starbucks.
Customisable menu boards at drive-thru locations use AI to suggest items based on weather, time of day, store inventory and individual purchase history.
Former Chief Operating Officer( COO) Roz Brewer says:“ Every store in every country has its distinctive personality, on top of other factors like weekday, time of day, temperature, amount of traffic,” Roz explains.
These variables – thousands of them – were all incorporated into Starbucks’ recommendation system.
DEEP BREW: STARBUCKS’ AI-POWERED PERSONALISATION ENGINE
How Starbucks is using AI to improve the customer experience