"I still get a lot of raised eyebrows about how a coffee and donut company is using machine learning," admits Andrea McCullough, Director/Digital Strategy and Analytics at Dunkin' Brands.
But, as she told delegates at the 2017 Ad Age Next Conference in New York, the march towards artificial intelligence (AI) is grounded in DD Perks, the quick-service chain's rewards program, and has followed deliberate steps over a four-year period.
"Through the program, we give guests the opportunity to download our mobile app, have a unique experience with Dunkin', and get rewarded for...