The virtual assistant called DRU (Domino’s Robotic Unit) Assist has been unveiled to investors and reporters at Domino’s technology event in Sydney where chief executive Don Meij said it will help customers place their order faster, find out what’s new and get a great deal, while also adding personality to online ordering.

Meij said the system, a first for Australia’s quick service restaurants, would begin rolling out as a beta version today.

Pitched as the company’s first move into artificial intelligence, the technology will be familiar to users of the Siri voice-activated assistant on the iPhone.

“Domino’s customers will be able to ask DRU Assist either via text on the web or voice recognition in the app to order their favourite pizzas and make customisations,” Meij said.

“DRU Assist is on hand to help our customers streamline their ordering process with efficient and helpful service with a side of personality. DRU Assist will continue to learn and improve recognition skills from every customer experience.”

A voice recognition system has been used by the pizza chain in the US for several years, but the company says the Australian app has been locally developed and will have wider uses.

While the US system is for ordering only, the Australian version will allow customers to ask broader questions, such as about ingredients used in the products.

– with AAP