Starbucks to bolster mobile app with artificial intelligence, personalization

Starbucks Corp. is taking its already robust mobile ecosystem to the next level.



As part of an ambitious five-year strategy that includes aggressive store expansion, the coffee giant is extending the accessibility of its mobile app with a conversational ordering system, powered by artificial intelligence.



Called My Starbucks Barista, the new system will allow customers to place their orders via voice command or messaging interface, in a move that the chain said will boost customer loyalty and engagement. The new feature will roll out first on iOS in limited beta in early 2017, and be made available to more iOS and Android users in subsequent releases.



Starbucks is also expanding its hyper-personalized e-mail email reward offerings, which feature more than 4000,000 variations. By early 2017, the company expects to complete the rollout of suggested selling and recommendations, such as item pairings or menu add-ons, available during the mobile order & pay checkout process.



The company noted that the personalized e-mail offerings, while still in the early stages, have more than doubled customer response rates over previous segmented email campaigns, translating into increased customer engagement and, importantly, accelerated spend. Starbucks has delivered personalized offers to customers directly on the front screen of the mobile app.



“Industry-leading innovation is driving our core business, and creating further separation from competitors all around the world,” said Howard Schultz, chairman and CEO.