In an era where collecting a takeaway once represented the height of convenience, followed by the advent of delivery apps, consumers can now bypass even reading menus entirely. Just Eat is pioneering this next step by deploying artificial intelligence to select the ideal evening meal on behalf of its users.
Confronting Choice Overload with Conversational AI
The global food delivery firm, which operates across 16 countries, is launching what it terms a "personal food concierge" within its existing chat function on the UK app. This innovative AI voice assistant allows customers to verbally discuss their culinary cravings, receiving tailored recommendations in response.
Just Eat has identified a modern consumer dilemma: menu anxiety or "choice overload". The proliferation of takeaway options through app aggregation has created an overwhelming paradox of choice for many users. The company states this new feature is "designed to make deciding 'what's for dinner?' more intuitive than ever before."
How the AI Assistant Works
The assistant is engineered to comprehend a wide range of customer queries, even interpreting what the company describes as a "rambling stream of consciousness." "No matter how you ask, you get exactly what you're craving," a Just Eat spokesperson explained. "The assistant cuts through the noise to deliver accurate, meaningful answers."
Key functionalities include:
- Providing personalised food suggestions based on genuine conversational interaction.
- Streamlining the checkout process through its conversational abilities.
- Communicating in dozens of languages with customisable accents.
- Offering recommendations from over 100,000 retail, pharmacy, and beauty sector partners accessible via the Just Eat app.
Enhancing Accessibility and Convenience
A significant benefit highlighted by Just Eat is the assistant's potential to "significantly enhance" the ordering experience for users with mobility or visual impairments. "This custom-built conversational assistant represents a major step forward, making our service more intuitive and accessible," said Mert Öztekin, Chief Technology Officer at Just Eat.
Öztekin added, "We are harnessing the power of AI to empower everyday convenience across our entire network." The assistant's launch aligns with broader trends; Ofcom research from last year found 38% of homes with smart speakers used them to seek answers to questions.
Strategic Rollout and Partnerships
The AI voice assistant is being introduced initially in the United Kingdom, with plans for a wider international rollout later this year. Just Eat's extensive partnership network, which includes major brands like Superdrug, Sainsbury's, Asda, Waitrose, and the electronics retailer CeX, will be integrated into the assistant's recommendation capabilities.
This move signifies a strategic investment in AI-driven customer service, aiming to differentiate Just Eat in the competitive food delivery and quick-commerce landscape by solving a fundamental user experience challenge.
