Starbucks Deep Brew: AI-Powered Customer Experience
商品編號：W43339
出版日期：2025/03/25
再版日期：
商品來源：
商品主題：Management Science; Information Systems
商品類型：Case (Pub Mat)
涵蓋議題：AI-driven personalization;Machine learning in retail;Customer data analytics;Enterprise data analytics;Algorithmic bias and ethics;Data governance;Cloud computing
難易度：4 - Undergraduate/MBA
內容長度：7 頁
地域：China; Japan; South Korea; United States
產業：Retail Trade
事件年度：2019
In 2019, Starbuck Corporation (Starbucks) launched Deep Brew, a platform driven by artificial intelligence (AI) designed to enhance personalization, optimize operations, and manage inventory across its vast global retail network. By leveraging AI, Starbucks aimed to improve customer engagement, streamline store efficiency, and strengthen its data-driven decision-making. However, the adoption of Deep Brew introduced significant challenges, including seamless technological integration across thousands of stores, employee adoption and training, data privacy concerns, and the ethical implications of AI-driven recommendations. As Starbucks scaled Deep Brew, the company faced a pivotal question: Could it successfully balance automation with human expertise, personalization with privacy, and profitability with fairness? Or would the risks of AI overreach threaten customer trust and long-term success?
教學手冊：Starbucks Deep Brew: AI-Powered Customer Experience - Teaching Note
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