Domino's new weapon in pizza wars - artificial intelligence

On Wednesday, amid neon lights and smoke machines (but no mirrors) Mr Meij, a former pizza delivery driver who is estimated to be worth at least $130 million, unveiled Domino's latest high-tech weapons. After unveiling a stream of disruptive digital initiatives over the past six years – including mobile phone apps, GPS driver tracking, SMS ordering, electronic bikes, robotic pizza delivery vehicles and drones – Domino's is now harnessing the power of artificial intelligence to encourage Australian and New Zealand consumers to eat more pizza. Over the next week Domino's will add new features and devices to its DRU (Domino's Robotic Unit) platform, starting with a beta version of DRU Assist, a virtual, voice-activated digital assistant which takes customers' orders on mobile phones, desktops and laptops.