McDonald's announced plans to acquire startup tech company Dynamic Yield in a $300 million agreement, Wired reports. The fast-food giant will deploy Dynamic Yield's "decision logic" technology, which will utilize algorithms to promote popular purchases by location and offer timely upsells. The technology will be introduced at drive-thrus before eventually being installed inside its 14,000 U.S. locations. While noting that "privacy is paramount," McDonald's CEO Steve Easterbrook hinted at the future of personalization and said, “If customers are willing to identify themselves — [there are] all sorts of ways you can do that — we can be even more useful to them, because now we call up their favorites.” (Registration may be required to access this story.)
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