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Brief Published: 2 Mar 2017

Domino’s Plans AI-First Future

Domino's aims to be an “internet of food” company

"In 2017, Domino's is going from mobile-first to AI-first." So said Domino's chief executive Don Meij at the company's annual technology showcase in Sydney in March 2017. The pizza giant is launching an artificially intelligent (AI) voice assistant in Australia this month, enabling people to order pizza using voice commands via the Domino's mobile app or online ordering platform, as well as via a Facebook chatbot.

Built in collaboration with US AI firm Nuance, DRU Assist (DRU stands for Domino's Robotic Unit, the company's innovation and technology arm) is able to handle 1.2 million different pizza combinations, as well as special instructions such as "hold the anchovies".

"DRU Assist is not just a toy. We genuinely see this as a real platform change," said Meij. As part of his desire to see Domino's image shift from fast food chain towards an "internet of food" technology company, Meij also announced the launch of Domino's Anywhere for the Australian market – a service enabling people to have pizza delivered to them wherever they are. Using your phone's GPS, you can alert Domino's to your precise location – at the beach, or the local park – and a delivery driver will bring your pizza directly to you.

"We know that pizza is a social sharing meal and many of our customers want to enjoy it on a day out with the family, and not be limited to a house or office," said Meij.

Our upcoming Industry Trend Invisible Marketing, publishing next week, explores more examples of brands joining the AI revolution. See also The Messaging Opportunity.

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