{"id":717577,"date":"2026-10-11T03:37:03","date_gmt":"2026-10-11T03:37:03","guid":{"rendered":"https:\/\/microscopemedia.com\/?p=717577"},"modified":"2026-10-11T03:37:03","modified_gmt":"2026-10-11T03:37:03","slug":"un-urias-lant-de-fast-food-foloseste-in-secret-inteligenta-artificiala-pentru-a-stabili-pretul-produselor-sale","status":"publish","type":"post","link":"https:\/\/microscopemedia.com\/?p=717577","title":{"rendered":"Un uria\u0219 lan\u021b de fast-food folose\u0219te \u00een secret inteligen\u021ba artificial\u0103 pentru a stabili pre\u021bul produselor sale"},"content":{"rendered":"
\n
<\/div>\n<\/p><\/div>\n

Investiga\u021bia a ar\u0103tat c\u0103 sistemul cu inteligen\u021ba artificial\u0103 estimeaz\u0103 suma pe care clien\u021bii fiec\u0103rei unit\u0103\u021bi sunt dispu\u0219i s\u0103 o pl\u0103teasc\u0103. Algoritmii de \u00eenv\u0103\u021bare automat\u0103 (machine learning) ai McDonald\u2019s analizeaz\u0103 continuu milioane de tranzac\u021bii zilnice \u0219i genereaz\u0103 un \u201epre\u021b optim\u201d pentru fiecare produs din meniu, \u00een toate cele aproape 14.000 de restaurante ale sale.<\/p>\n

Trei proprietari de francize au declarat pentru Reuters<\/a> c\u0103 sistemul de stabilire a pre\u021burilor bazat pe inteligen\u021ba artificial\u0103 a amplificat diferen\u021bele de pre\u021b existente \u00eentre restaurante, chiar \u0219i \u00eentre unit\u0103\u021bi situate \u00een cartiere \u00eenvecinate.<\/p>\n

\u00cen urma testelor efectuate de Reuters, s-a descoperit un restaurant \u00een Fresno, California, care vindea burgeri Big Mac cu 5,69 dolari, \u00een timp ce un alt restaurant, situat la doar 3,2 km distan\u021b\u0103, \u00eei vindea cu 6,89 dolari.<\/p>\n

Compania recunoa\u0219te existen\u021ba sistemului cu inteligen\u021b\u0103 artificial\u0103<\/h2>\n

\u00centr-o declara\u021bie pentru publica\u021bie, McDonald\u2019s a insistat c\u0103 sistemul cu inteligen\u021b\u0103 artificial\u0103 de stabilire a pre\u021burilor este un \u201einstrument, nu o obliga\u021bie\u201d. Totu\u0219i, mai mul\u021bi proprietari de francize au afirmat c\u0103 au fost presa\u021bi s\u0103 utilizeze aceast\u0103 schem\u0103 de pre\u021buri.<\/p>\n

Stabilirea dinamic\u0103 a pre\u021burilor cu ajutorul inteligen\u021bei artificiale a devenit tot mai r\u0103sp\u00e2ndit\u0103 \u00een industria alimentar\u0103. \u00cen decembrie, Instacart a fost surprins\u0103 experiment\u00e2nd un instrument de stabilire dinamic\u0103 a pre\u021burilor bazat pe IA pe un grup restr\u00e2ns de clien\u021bi care nu \u0219tiau acest lucru.<\/p>\n

Compania a renun\u021bat la program \u00een urma reac\u021biilor negative ale publicului. O analiz\u0103 a ar\u0103tat c\u0103 o familie ar putea cheltui \u00een plus 1.200 de dolari pe an pentru cump\u0103r\u0103turile de pe Instacart dac\u0103 ar fi supus\u0103 acestui sistem de pre\u021buri bazat pe inteligen\u021ba artificial\u0103.<\/p>\n

Sistemul cu inteligen\u021b\u0103 artificial\u0103 nu este pe gustul proprietarilor<\/h2>\n

\u00cen cazul lan\u021bului McDonald\u2019s, recomand\u0103rile IA nu sunt \u00eentotdeauna apreciate de proprietarii de francize. \u00cen timp ce clien\u021bii ar trebui s\u0103 fie \u00eengrijora\u021bi de cre\u0219terea pre\u021burilor \u00een urma recomand\u0103rilor IA, proprietarii locali de restaurante se tem, dimpotriv\u0103, de sc\u0103derea acestora. Conducerea central\u0103 a McDonald\u2019s \u00ee\u0219i opre\u0219te o cot\u0103-parte din veniturile fiec\u0103rui restaurant \u0219i nu din profit.<\/p>\n

Asta \u00eei permite s\u0103-\u0219i sporeasc\u0103 propriul c\u00e2\u0219tig chiar \u0219i atunci c\u00e2nd proprietarul francizei \u00eenregistreaz\u0103 pierderi. Conform informa\u021biilor ap\u0103rute, aceast\u0103 practic\u0103 a generat tensiuni \u00eentre franciza\u021bi \u0219i sediul central al McDonald\u2019s, \u00eentruc\u00e2t, \u00een ultima perioad\u0103, modelele de inteligen\u021b\u0103 artificial\u0103 au recomandat reduceri de pre\u021buri.<\/p>\n

Sistemul are mai multe \u021binte<\/h2>\n

Se pare c\u0103 stabilirea pre\u021burilor cu ajutorul inteligen\u021bei artificiale nu reprezint\u0103 doar o metod\u0103 prin care McDonald\u2019s \u00eencearc\u0103 s\u0103 ob\u021bin\u0103 mai mul\u021bi bani de la clien\u021bi, ci \u0219i un instrument de impunere a conformit\u0103\u021bii \u00een r\u00e2ndul franciza\u021bilor. Compania transmite franciza\u021bilor recomand\u0103ri de pre\u021b generate de inteligen\u021ba artificial\u0103 cel pu\u021bin de trei ori pe an \u0219i monitorizeaz\u0103 situa\u021biile \u00een care ace\u0219tia nu respect\u0103 indica\u021biile respective.<\/p>\n

Aceasta nu este prima ini\u021biativ\u0103 a McDonald\u2019s de a utiliza algoritmi pentru automatizarea opera\u021biunilor. Compania testeaz\u0103 \u0219i sisteme de preluare a comenzilor auto (drive-thru) bazate pe inteligen\u021b\u0103 artificial\u0103 \u0219i utilizeaz\u0103 un sistem IA \u00een procesul de recrutare a personalului.<\/p>\n","protected":false},"excerpt":{"rendered":"

Investiga\u021bia a ar\u0103tat c\u0103 sistemul cu inteligen\u021ba artificial\u0103 estimeaz\u0103 suma pe care clien\u021bii fiec\u0103rei unit\u0103\u021bi sunt dispu\u0219i s\u0103 o pl\u0103teasc\u0103. Algoritmii de \u00eenv\u0103\u021bare automat\u0103 (machine learning) ai McDonald\u2019s analizeaz\u0103 continuu … Read More<\/a><\/p>\n","protected":false},"author":1,"featured_media":717578,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts\/717577"}],"collection":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=717577"}],"version-history":[{"count":0,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/posts\/717577\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=\/wp\/v2\/media\/717578"}],"wp:attachment":[{"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=717577"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=717577"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microscopemedia.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=717577"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}