When AI Moves Too Fast for Its Own Good

This year, AI went from conversation starter to operational centerpiece. Companies everywhere are chasing faster response times, deeper personalization, and round-the-clock automation.  But the last few months have offered a sobering counterpoint:

More AI doesn’t always mean better experiences—for businesses or their customers.  This month, I’m highlighting three real-world stories that reveal the double-edged nature of AI. Each one underscores the importance of building intentional systems that balance innovation with human oversight.

Real Stories. Real Lessons. 

Taco Bell’s AI Experiment: Hold the Automation

After piloting voice-activated ordering in over 500 drive-thrus, Taco Bell is learning the limits of automation, especially, when speed meets unpredictability. While the AI handled over two million orders, it also struggled with misfires, customer pranks, and operational inconsistency. Some guests were amused; others were alienated.

Taco Bell’s leadership is now shifting toward a more nuanced approach—using AI where it enhances throughput, and deploying human staff where complexity or volume demands judgment. The lesson? Tech must flex to context. Blanket solutions break when every customer interaction isn’t built the same.

Meta’s AI Crisis: When Guardrails Fail 

In contrast, Meta’s AI challenges are far more alarming. Investigations revealed its chatbot systems allowed inappropriate interactions with minors, impersonated celebrities, created sexualized content, and even provided false physical addresses—leading to at least one user’s death. While Meta is revising some policies, the sheer scale of the violations raises deep concerns.

The most troubling part? Many of these bots insisted they were real people.

Trust erodes fast when fiction feels like fact. 

This serves as a cautionary tale: AI needs more than good intentions—it requires enforceable ethics, proactive governance, and real-time accountability. 

Ava the AI BDR: When Help Crosses a Line

Meanwhile, companies like Artisan are promoting AI-powered sales assistants that monitor buyer signals and auto-enroll leads into outreach campaigns. Ava watches job boards, site traffic, and funding announcements to trigger emails and messages at just the “right moment.”

It sounds efficient—and it is. But it also surfaces a question: Are we designing for customer readiness, or exploiting customer curiosity? High-precision targeting may increase conversions, but it also risks eroding trust if it feels too invasive, too fast, or too frequent. 

Lessons for Leaders Navigating the AI Surge 

1. Match tech to the moment. 
   AI is not a cure-all. Leaders must decide when digital tools improve flow—and when they interrupt it.
2. Safety isn’t optional—it’s foundational. 
   Without clear boundaries and proactive monitoring, even well-intentioned AI can become a brand liability.
3. Personalization must feel empowering, not intrusive. 
   True value comes from solving real needs—not just capitalizing on signals of interest.

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