DoorDash co-founder Andy Fang and other tech companies have long understood how to steer consumers toward spending money, and artificial intelligence promises to take that ability to a whole new level.
The latest example is the announcement DoorDash, Inc. (ASX: DASH) made on Wednesday: users will soon be able to order food and groceries through text messages.
This new service is the result of DoorDash, Inc. (ASX: DASH) integrating the AI assistant capabilities already available in its app into iMessage.
If you, like me, tend to reorder from the same restaurant every Friday night, you can now place an order with just a short text.
Honestly, this convenience is a bit of a gimmick, since reordering through the DoorDash, Inc. (ASX: DASH) mobile app is already extremely easy.
But whether embedded in the app or extended to external text channels, this AI assistant still represents a technological step forward.
When you are agonizing over which restaurant to choose for a special dinner, it can recommend merchants; in the grocery shopping scenario its value is even more pronounced: it can list all the ingredients needed to cook a dish and place the order directly.
Of course, other AI assistants on the market can perform the same functions and can also connect to DoorDash, Inc. (ASX: DASH) to complete fulfillment.
DoorDash, Inc. (ASX: DASH) has already partnered with OpenAI and is also in talks with Meta to integrate Meta's Muse intelligent assistant.
But DoorDash, Inc. (ASX: DASH) still needs to have its own AI assistant.
If users become accustomed to ordering takeout through external large models such as ChatGPT or Muse — even if the orders are ultimately delivered by DoorDash, Inc. (ASX: DASH) — the connection between this delivery platform and end users will gradually weaken.
In addition, it remains unknown whether intelligent agents like Muse will truly become popular in scenarios such as shopping. (See the special report: Can intelligent agents win users' trust and payment authorization?)
DoorDash, Inc. (ASX: DASH) is positioning itself for various potential market changes.
Based on current data, the results are decent: DoorDash, Inc. (ASX: DASH) says that grocery orders placed through the AI assistant have an average order value nearly 50% higher than traditional ordering methods, most likely because the AI proactively recommends items consumers would not have thought to buy.
If this AI assistant can also improve DoorDash, Inc. (ASX: DASH)'s poor customer service, that would truly prove its value to users.
Background summary: DoorDash, Inc. (ASX: DASH) has already integrated with external AIs ChatGPT and Meta Muse, but still invests heavily in developing its own AI assistant and launching text-based ordering.
The core risk is that if users become accustomed to initiating orders within third-party AI, the platform will lose the direct channel to reach users; the AI assistant boosts average order value through cross-selling recommendations, but the customer service weakness remains a major pain point for users.