Just Eat Takeaway has unveiled a significant technological advancement for its UK customer base, launching an innovative AI voice assistant directly within its mobile application. This new feature fundamentally changes how users interact with the platform, shifting from traditional touch-based menu navigation to conversational ordering through natural speech.
Revolutionising the Ordering Experience
The AI assistant is seamlessly integrated into the existing in-app chat function, creating a familiar environment for regular users. Customers can now simply describe what they are craving in everyday language, whether it's a specific cuisine, dish, or even a vague desire like "something spicy for dinner." The system is engineered to interpret these informal, open-ended requests, moving beyond rigid keyword searches.
Upon receiving a spoken request, the assistant intelligently recommends suitable restaurants, specific menu items, and products. Its capabilities extend beyond just food delivery, encompassing grocery items, pharmacy products, and beauty goods available through the platform. This broad scope reflects Just Eat's expanding marketplace.
Addressing Modern Consumer Challenges
Company executives state the primary driver behind this innovation is tackling "choice overload," a phenomenon where too many options can paralyse decision-making. As Just Eat's platform continues to grow, offering an ever-wider array of restaurants and retailers, the voice assistant aims to simplify the discovery and selection process.
Mert Öztekin, Chief Technology Officer at Just Eat, emphasised the strategic importance of the launch. "This marks a major step forward, making our service more intuitive and accessible," he stated. "We are always innovating and continually focused on leveraging technology to improve the ordering journey for our millions of customers."
The Competitive AI Landscape in Food Delivery
This launch occurs within a fiercely competitive sector where major delivery platforms are aggressively seeking differentiation beyond mere price and delivery speed. Rivals are deploying their own AI strategies; for instance, Uber Eats has implemented generative AI tools to enhance menu descriptions, summarise customer reviews, and improve food imagery.
The competition also extends to operational features, such as live order chat that allows merchants to contact customers directly. The broader industry trend sees a strong push towards automation, with companies experimenting with robotic and drone delivery systems to reduce labour costs and accelerate delivery times.
Just Eat's Broader Automation Drive
Just Eat's investment in the voice assistant is part of a wider, concerted push towards automation across its operations. Internally, the company has introduced AI tools designed to streamline menu uploads for restaurant partners, reducing the time and effort required. Customer service has been augmented with chatbots to handle common inquiries efficiently.
Looking ahead, the company plans to implement automated systems for processing refund decisions, aiming to decrease manual administrative workload. Furthermore, Just Eat has previously partnered with drone delivery operators in select markets, indicating a multi-faceted approach to technological integration.
Testing, Results, and Future Rollout
Prior to the public launch, Just Eat conducted extensive testing of the voice assistant with customer groups over several weeks. The company reports observing a "significantly higher conversion rate" among users who engaged with the voice feature compared to standard ordering methods, although specific numerical data has not been publicly disclosed.
The AI voice assistant is being introduced initially to the UK market. Just Eat has confirmed plans for a broader international rollout scheduled for 2026, as the delivery industry collectively evaluates whether AI-driven features can genuinely enhance customer engagement and loyalty in a meaningful, sustainable way.
