McDonald’s fast food chainannounced the purchase of the Israeli company Dynamic Yield, engaged in e-commerce, as well as the development of technologies targeted (personalized) advertising using artificial intelligence technologies. The amount of the transaction is not reported, however, according to TechCrunch, referring to sources close to the issue, McDonald’s agreed to pay more than $ 300 million for the startup. If this is true, then for the fast food chain this deal has become the largest in the last 20 years.
McDonald’s plans to use technology.McDonald’s for personalized customer offerings using quick order delivery terminals. Users of such terminals will be offered additional dishes taking into account the initial order, weather, distance to other catering points, time of day and other factors. For example, in hot weather, the system will advise you to buy ice cream or a soft drink.
This McDonald’s technology in several of itsrestaurants have already tested in 2018. This year, the company plans to expand its use throughout the United States, and launch it in other markets next year. The integration of technology is planned not only in the terminals of fast delivery of goods, but also in the official mobile application McDonald’s.
According to Crunchbase, since its inceptionDynamic Yield was able to attract investments totaling $ 83.3 million. In December 2018, Sberbank venture fund SBT Venture Fund II announced investments in the company. True, the bank did not name the amount of investments.
Dynamic Yield was founded in 2012, its technologyhelp retailers select personalized promotional offers for customers using artificial intelligence and information about their behavior.
McDonald’s indicates that after the transactionwill maintain independence. She will continue her collaboration with current and future clients. In the Russian market, its clients are, for example, IKEA, Lamoda and Utkos.
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