Join forces with OpenAI and Microsoft Corporation (MSFT.US) Starbucks Corporation (SBUX.US) to usher in the era of AI immersive ordering.

According to reports, Starbucks Corporation (SBUX.US) is using artificial intelligence (AI) to enhance user interaction experience, launching a beta version application within OpenAI's ChatGPT, which upgrades beverage selection to immersive dialogue interaction. Users only need to describe their mood, taste preferences, or atmosphere needs in order to receive beverage recommendations, and related custom orders can also be placed for pick-up directly through the Starbucks Corporation App or official website. Starbucks Corporation stated that this new ChatGPT feature aims to capture customers' immediate inspiration, rather than having users passively choose from a menu. This launch is an important layout for Starbucks Corporation to enhance personalized ordering experiences through technology and the final consumption process will still revert to their own ecosystem, with the membership system and mobile ordering remaining their core business. In addition, Starbucks Corporation is also testing AI applications on a larger scale, including the Green Dot Assist intelligent assistant for coffee makers, built on Microsoft Corporation's (MSFT.US) Azure OpenAI platform. The launch of ChatGPT related features is in line with CEO Brian Niccol's "return to Starbucks Corporation" transformation plan. The plan aims to reverse the development model of relying too heavily on mobile orders in the past, and reshape the brand's classic coffee shop experience. Niccol's transformation measures include adding comfortable seating, streamlining the menu, optimizing the membership system, clarifying service standards, and creating a more welcoming in-store consumption experience. AI will serve as a behind-the-scenes technological support, rather than replacing the brand's human service core, and there are hopes for the future introduction of voice ordering, intelligent demand forecasting, and more intelligent tools. So far this year, Starbucks Corporation's stock price has risen by 17%.