During his appearance at Dreamforce, Starbucks CEO Brian Niccol discussed the coffee empire’s growing use of artificial intelligence and even touched on the idea of fully automated coffee shops for the future.
According to Fortune, Niccol emphasized that the current focus is on using AI to help Starbucks reclaim its position as “the world’s greatest customer service company.”
In June 2025, Starbucks announced their decision to make a virtual assistant called “Green Dot Assist.” The company explained in a press release that it’s “built to help baristas in real time.”
They said in the press release, “With this new solution, we’re simplifying access to essential information in the flow of work for partners, making their jobs a little easier while they build confidence and expertise. For example, if a barista needs a quick reminder of the ingredients for a seasonal beverage, Green Dot Assist provides guidance in seconds—helping partners feel confident in delivering exceptional customer service.”
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The coffee retail giant also revealed that it is testing the assist system in 35 coffeehouses.
“This is a new era of innovation at Starbucks—one where AI enhances the partner experience and strengthens the connection between baristas and customers. When we invest in our partners, we’re investing in the future of the Starbucks experience.”
Niccol explained at Dreamforce that the Starbucks app will be the primary platform for future AI experimentation.
He even said that at some point, customers might not even need to open the app to place an order. His clear vision for the AI system is so it can anticipate a customer’s drink, allowing them to simply say into their phone, “Hey, I need my Starbucks order. I’ll be there in 10 minutes” and have it ready upon arrival.
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Niccol emphasized that Starbucks is “not near” any fully robotic staff model.
The company right now is focused on bringing “more partners back into our stores” to provide a genuinely human, high-quality experience rooted in “real craft”.
