Just Eat starts AI pilot for data-driven personalisation

Global delivery platform Just Eat is launching trials of an artificial intelligence powered chatbot that will enable customers to build and customise their orders through text and voice ordering, while discovering new partners and getting personalised recommendations.

The new “JET Assistant” chatbot, revealed by chief technology officer Mert Oztekin in a blog post on the Just Eat website, will be piloted in the UK first, with plans to roll it out globally and test it in several languages over the coming months.

Oztekin said: “We’re at a time when anyone anywhere can order whatever they want, whenever they want online and via apps. This trend of digitalisation is one that fuels our growth.

“Just Eat is continually evolving its technology to help people discover and try new foods and more generally, help them find what they want more quickly whether that be at home, in the office or with friends. And testing new innovations is one of the ways we respond to growing consumer demand for convenience and choice while fostering a trustworthy and seamless experience.”

The trials come as the firm is also launching robot deliveries in the US and testing in Poland. Grubhub offers robot delivery to its campus partners at universities across the US, and Pynze.pl has piloted this for consumers in Warsaw.
Just Eat has also trialled delivery by drone in Ireland and the Netherlands.

Oztekin added: “We know we have a real opportunity through the use of our tech to support both our partners and consumers. As an example, earlier this year, our Canadian team launched the Do Good Deal pilot, designed to help minimise food waste. Through this, selected restaurant partners were able to use the platform to offer end-of-day discounts on unsold menu items that would have otherwise gone to waste. We are now working to expand the pilot within Europe.

“We are forever exploring new technologies from using robotics technology and testing new features to always be ahead of what’s coming next. Overall, this will help the business in driving an enhanced experience for consumers and partners across the world.”

Last week, Just Eat unveiled the latest iteration of its “Did Somebody Say” campaign, first launched back in 2019, fronted by Christina Aguilera and rising hip-hop star Latto.

Bringing together Latto’s hip-hop with Aguilera’s range of operatic vocals, the duo creates a musical showstopper, apparently designed to reflect the surprise customers feel when they see the selection and quality of food choices available on Just Eat.

The campaign will run across TV, OOH, DOOH, cinema, social and radio, including bespoke content created by DEPT, with media being handled by UM.