Taco Bell's growing beverage business has become one area where Yum Brands uses data and prediction-market research to evaluate new concepts. Photo: Courtesy of Taco Bell/Yum Brands is using AI, data science and predictive market research to identify potential menu winners across , KFC, Pizza Hut and Habit Burger & Grill, the company revealed exclusively with Axios. Why it matters: Restaurants spend millions developing with no guarantee that customers will bite.