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Domino’s set for AI play with help from DRU

Domino’s autonomous delivery vehicle, known as DRU (Domino’s Robotic Unit), will become ‘face’ of the pizza company’s foray into artificial intelligence.

The delivery company announced last week DRU will embody a bigger, more holistic AI role in the company going forward.

“All AI interaction Domino’s customers are set to experience with Domino’s will be with DRU as he takes up residence at the pizza headquarters,” Domino’s said in a statement.

“In fact, most people’s first experience with DRU will not be via the delivery unit, it will be through online ordering as we work to add voice AI to online ordering platforms to help customers place an order.”

DRU was unveiled in March this year and the company has been conducting customer trials with the unit and working with regulators in the space.

The announcement was made during a bi-annual event called the Abacus Tech Series to showcase the company’s digital developments held in Sydney last week.

“We want to bring people on this journey with us, and allow them to connect with our solutions, sometimes even before we release them to the public,” said Don Meij, CEO Domino’s.

“It’s also a great opportunity to continue to shine the light on global innovation being developed right here in Australia.” 

Meij said the new tech series derived its name from the simple calculation and counting tool invented in 2000 BC – the Abacus.

“At Domino’s we don’t like to overcomplicate things. We prefer simple solutions that think outside the box. The simplicity of the counting rod with beads is a strong reminder that other technological innovations can come from novel ideas. Such concepts can take the market by storm and revolutionise mainstream adoption – that’s why we have named it the Abacus Tech Series,” he said.

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