Disruptive Techonology

As it is noticeable through the research carried out on how disruptive technologies are used by the different food delivery brands, it is concluded that the main one used is Artificial Intelligence.  

This type of technology has been the biggest bet for different food delivery companies. Before understanding what, the impact will be in the future it´s important to understand the definition of this disruptive technology.

Artificial intelligence is defined “as a system´s ability to correctly interpret external data, to learn from such data and to use those learnings to achieve specific goals and tasks through flexible adaptations” (Kaplan & Haenlein, 2019, p.17). In this regard, in the case of food delivery, companies have used this technology as a way of getting to know their consumers better. A way to create your profiles for each client and thus satisfy your wishes in the best way. The combination of AI and data analytics is one of the powerful tools that this industry can use to know their customers as good as, or over better that. “Business and management analytics as a filed is rapidly evolving. AI, together with bid data and machine learning are revolutionizing managerial practices for analyzing performance, developing novel insights, and description ever-more challenging business realities" (Kaplan & Haenlein, 2019). 

Firstly, it is necessary to understand the impact in terms of sales and the ease of process that this technology can contribute. This combination will contribute to the continuous optimization of the delivery process, at the same time as increasingly detailed knowledge of consumers by companies. Soon term will contribute to customization at the level of the P, process and an improvement in the P people.

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Given this scenario, some of the expected consequences will be about the consumer's role in the order process. In the near future, consumers will no longer need to think about ordering or not, because through routines, order history and a set of data absorbed by technological devices, the food delivery application will see what the consumer wants.

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In a more ironic and fun way, through this trailer, we can see how AI can influence our behaviour positively, but also negative or exaggerated.