Domino’s Pizza has become the first organisation in Australia and New Zealand to deploy a voice-activated virtual assistant developed by tech company Nuance Communications.

Based on Nuance’s Nina virtual assistant engine, ‘DRU Assist’ uses conversational artificial intelligence designed to help deliver superior customer service across the Domino’s mobile app and online ordering website.

Beyond ordering, DRU Assist can converse with Domino’s customers about menus, ingredients, store locations and operating hours.

According to Nuance, the virtual assistant also has a social side, engaging customers with a personality tailored to the Domino’s brand.

Don Meij, group CEO and managing director of Domino’s Pizza Enterprises, said the company is always on the lookout for new ways to engage with customers by leveraging the latest in technology innovation.

“Our partnership with Nuance Communications has not only enabled us to continue on our digital journey, but it has also allowed us to deliver an easy and seamless ordering experience for our customers, who are at the forefront of everything we do,” he said.

“The partnership has also allowed the company its first step into AI and machine learning – a platform we intend to continue across all of our future developments.”

DRU Assist is launching first in Australia and New Zealand, with the possibility for it to be integrated into other regions of the Domino’s business.