TREND ANALYSIS
Trend chosen: Voice Search and Conversational AI
In today’s fast-paced digital environment, voice search and conversational AI have emerged as key tools for enhancing customer experience. Brands like Domino’s Pizza have embraced this trend to stay ahead in a highly competitive food delivery market. With the proliferation of smart speakers and voice assistants such as Amazon Alexa, Google Assistant, and Apple Siri, voice search and conversational AI are becoming central to how users interact with digital platforms (Chiradeep BasuMallick, 2024). By 2023, using voice search has become a common habit in daily life, 71% of consumers prefer using voice assistants for quick tasks (Nineleaps, 2023).
Domino’s recognise this shift early by launching voice ordering through platforms such as Google Assistant, Amazon Alexa, and their AI chatbot Dom, which is also accessible via Facebook Messenger and their official website (Domino’s, 2024). As the QSR - quick-service restaurant industry becomes increasingly saturated with digital-first competitors like UberEats and JustEat, brands must innovate to retain customer attention. Dom enables customers to place and repeat orders, track deliveries, and access promotions using voice or conversational interfaces
​Domino’s chatbot “Dom” on Facebook Messenger guiding users
through voice-activated pizza ordering.
For marketers, Voice Search and Conversational AI provide a competitive edge by streamlining user experience and supporting omnichannel convenience. Domino’s UK has effectively used these technologies to simplify ordering, improve accessibility, and personalise interactions. Customers can use voice commands to place or repeat orders, track deliveries via Domino’s Tracker, or engage with the Dom chatbot across web and messaging platforms (Accenture, 2023). This automation not only reduces customer service costs but also enhances satisfaction and loyalty. Voice interfaces also shift SEO strategy, requiring marketers to optimize content for natural, question-based search queries. Domino’s addresses this by tailoring web and app content to align with how consumers speak, reinforcing its visibility in voice search environments (Forge and Smith, 2025).
Looking ahead, Domino’s could further expand its AI ecosystem by integrating with wearable devices, smart TVs, and in-car dashboards. This would allow for hands-free ordering across more touchpoints. Additionally, voice data can be leveraged to deliver personalised, voice-exclusive promotions, strengthening engagement and retention (Gartner, 2023). By staying ahead of technological trends, Domino’s positions itself as a leader in digital customer experience within the fast-paced food delivery landscape. Despite its benefits, voice technology brings challenges. Voice data raises General Data Protection Regulation (GDPR) and privacy concerns, requiring transparent handling policies (Nicole Olsen, 2022). Recognition errors, especially with diverse accents or noise, may frustrate users. Brands must train AI on inclusive data and add confirmation steps to improve accuracy (Milvus.io, 2025). Over-relying on automation may reduce emotional connection, so brands must balance AI with human support (Whiznets, 2024).
Voice search and conversational AI are reshaping how brands engage customers. Domino’s success shows how early adoption and effective integration can enhance convenience and loyalty (Accenture, 2023). Although challenges remain, Domino’s strategic use of voice tech offers a model for marketers aiming to stay competitive in the digital space.