How the new (AI) reshapes the old (a cup of coffee) at Dunkin'

Dunkin' Brands, the owner of Dunkin' Donuts and Baskin-Robbins, is using artificial intelligence as a powerful tool to understand consumers and build its business.

"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.

Andrea McCullough, Director/Digital Strategy and Analytics, Dunkin' Brands

"Through the program, we give guests the opportunity to download our mobile app, have a unique experience with Dunkin', and get rewarded for...

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