Retail delivery service Just Eat has launched an AI-powered voice assistant designed to help customers decide what to order, tackling what the company says is growing “choice overload” among UK consumers.

The new feature, which launches today (27 January) on iOS and Android, is being rolled out in the UK first before expanding to other markets.

It allows customers to talk naturally to the app rather than scrolling through menus, offering personalised recommendations based on conversation.

It is understood that the rapid delivery service’s assistant can suggest meals, restaurants and products from Just Eat’s 100,000 partners, covering everything from takeaways and groceries to pharmacy, beauty and electrical items.

Just Eat said the tool is designed to reduce decision fatigue by acting as a “delivery concierge”, helping users narrow down options or place an order more quickly.

The service supports dozens of languages and reflects the growing use of voice technology in everyday life. According to Ofcom, around 38% of UK households with smart speakers already use them to ask questions or help make decisions.

The launch follows several weeks of testing, during which Just Eat said users of the voice assistant were more likely to go on to place an order than those using the standard app experience.

“We are always innovating and continually focused on leveraging technology to improve the ordering journey for our millions of customers, ” said Just Eat chief technology officer Mert Öztekin.

“This custom-built conversational assistant represents a major step forward, making our service more intuitive and accessible.”

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