**London**: Domino’s Pizza has introduced ‘Voice of the Pizza’, an innovative project leveraging generative AI to enhance customer feedback analysis. Powered by Databricks, the initiative aims to improve service quality by quickly extracting insights from customer comments, particularly from its subreddit.
Domino’s Pizza has embarked on an innovative project named ‘Voice of the Pizza’, which utilises generative AI technology to enhance customer feedback analysis and improve service quality. This initiative is powered by Databricks and aims to process and extract valuable insights from customer comments, particularly those shared on the popular Domino’s subreddit.
The use of generative AI is a strategic move by Domino’s, which delivers over 1.5 million pizzas daily across 85 countries, to stay ahead in a highly competitive fast-food industry. By harnessing the capabilities of Databricks, the pizza giant seeks to understand customer sentiment and identify significant trends and themes within its feedback.
According to a representative from Domino’s, “We believe customer feedback is the most reliable source of truth for improving our service.” This sentiment highlights the brand’s commitment to leveraging AI in streamlining operations and enhancing customer interaction. Through AI-powered tools, the company can quickly analyse large volumes of unstructured feedback, leading to faster insights and better-informed decision-making.
The technological backbone of this project includes various native products from Databricks, which have significantly advanced Domino’s ability to process customer data. Key features include vector search, which allows quick retrieval of customer feedback and semantic search to perform sentiment analysis. Additionally, the development team created vector indexes within Databricks to facilitate the organisation and querying of this data effectively.
The deployment of machine learning models for sentiment analysis and feedback categorisation was also crucial to the initiative. Databricks provided its Model Playground, enabling the Domino’s team to experiment with models like Llama, Mistral, and DBRX, ultimately allowing them to prototype before full deployment. The integration of AI tools into SQL further streamlined data analysis, making it straightforward to derive meaningful insights from the feedback collected.
“Additionally, the integration of AI tools such as AI Analyze Sentiment and AI Classify directly into SQL has streamlined our data analysis process,” said a Domino’s team member. The team reported a significant shift in their workflow, attributing the enhancement in productivity to the reduction of manual coding and the automation of routine tasks. “The in-line code generator transformed our workflow, shifting us from being ‘coders’ to ‘AI directors’,” the team member added.
Notably, while the ‘Voice of the Pizza’ project is still in its developmental stages, there are intentions to expand the capabilities of AI insights across various platforms. Plans are underway to integrate analysis from additional social media channels and feedback from competitors, allowing Domino’s to adapt to evolving customer expectations more effectively.
In addition to its work with Domino’s, Databricks is also expanding its presence in India. Having opened a new office in Bengaluru to leverage the country’s robust software sector, the company initiated its first development centre there in May 2023. Databricks is already engaging with major Indian clients, including Air India, Myntra, and Freshworks, demonstrating the widespread application of its AI technologies.
Further, in collaboration with UPL, a multinational based in Mumbai, Databricks is involved in developing AI solutions for sustainable agriculture. UPL’s Agri-Tech Platform, in partnership with Microsoft, employs AI and machine learning to provide essential recommendations for crop management, pest control, and nutrient applications across various countries. UPL plans to scale its AI services to cover up to 50 countries in the future, with Databricks’ serverless SQL engine aiding in critical data pooling scenarios.
The advancements seen at Domino’s Pizza and the broader applications of Databricks’ technology underline a movement towards AI-driven efficiencies across various sectors, showcasing the potential of AI to transform how businesses engage with customer feedback and improve their services.
Source: Noah Wire Services
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