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McDonald’s Corp. is investigating the sale of part of Israeli artificial intelligence company Dynamic Yield Ltd, which it acquired two years ago in an effort to boost online marketing efforts, the company said Friday.
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Operating as a standalone company within McDonald’s, Dynamic Yield personalizes customer experience by tailoring the offering to the chain’s Drive Thru menu, depending on the time of day, weather, customer traffic and the trending choices.
The company, including IKEA and Lacoste, has businesses with more than 300 brands worldwide.
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“The potential sale of the non-McDonald’s part of our business has been discussed from the beginning and now feels like the right time to explore the possibility,” CEO Liad Agmon said in a statement.
The hamburger chain in Chicago said it only wants to sell the portion of Dynamic Yield that works with other companies without setting the timeline for the deal.
| Ticker | Safety | Last | Alter | Alter% |
|---|---|---|---|---|
| MCD | MCDONALD’S CORP. | 206.14 | -3.52 | -1.68% |
McDonald’s said Dynamic Yield’s technology is being used in many markets, adding: “We continue to use more.”
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(Reported by Ann Maria Shibu in Bengaluru; edited by Clarence Fernandez)