McDonald’s Corp is exploring selling part of Israeli artificial intelligence startup Dynamic Yield Ltd, which it acquired two years ago in a bid to boost online marketing efforts, the company said Friday.
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Dynamic Yield, run as a separate business within McDonald’s, personalizes the customer experience by changing the offerings on the chain’s Drive Thru menu screens, based on time of day, weather, customer traffic and options. of trends.
The startup, whose clients include IKEA and Lacoste, does business with more than 300 brands around the world.
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“The potential sale of the part of our business that is not McDonald’s has been discussed from the beginning and now seems the right moment to explore that possibility,” said its CEO, Liad Agmon, in a statement.
The Chicago-based burger chain said it was considering selling only the portion of Dynamic Yield that works with other companies without a set timeline for the deal.
McDonald’s said the Dynamic Yield technology was used in many markets, adding: “We continue to implement in more.”
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(Reporting by Ann Maria Shibu in Bengaluru; Edited by Clarence Fernandez)