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00:02McDonald's is increasingly using artificial intelligence to guide menu prices across the
00:06U.S. and some global markets, including estimates of how much customers at individual stores
00:11are willing to pay, according to Reuters.
00:13The company's pricing engine analyzes millions of daily transactions across nearly 14,000
00:18restaurants and recommends what it calls the optimal price for each menu item.
00:22Franchisees remain free to set their own prices, though five store owners told Reuters they
00:26felt pressure to follow the recommendations.
00:28McDonald's said the system is a tool, not a mandate.
00:32The fast food giant dismissed Reuters reporting as speculative and said it portrayed a standard
00:36business practice as controversial.
00:38The company also warns franchisees that use of the pricing portal could draw antitrust scrutiny
00:43because restaurant owners may be considered competitors.
00:46For all things money, visit Benzinga.com.
