Rohlik Group’s online grocery service Kifli.hu has launched a solution that allows customers in Europe to carry out an entire online shopping journey through a single AI assistant. The assistant, called MAIA, guides users from product search to payment and is now available with voice control.
What MAIA does
MAIA consolidates every major step of the shopping process: users can check active orders, search for products, request recipes and meal plans, reorder past purchases, select delivery slots, and finalize their orders. If a customer has a saved payment card and no additional bank authentication is required, the transaction can be completed within the assistant itself, enabling the whole purchase to occur uninterrupted in a single conversation.
Voice interaction and adoption
MAIA supports both text and voice interaction with the same functionality. Since launching in the mobile app, the voice service has generated more than 35,000 conversations and has been tried by over 15,000 registered users. Nearly a quarter of those users became returning users; the most active customer used the voice assistant 15 times by the end of May. Most requests arrive on Fridays, typically around 2 p.m. In May, users logged over 837 hours of conversation with the voice-enabled MAIA.
Statistics show that almost 80 percent of user queries are searches for specific products — for example coffee, rice milk or water softener salt — and many conversations continue with items being added to the cart.
Growth, usage and satisfaction
According to Rohlik Group, between August 2025 and spring 2026 monthly usage of the MAIA service grew by roughly 1.5 times. During that period the system handled more than 166,000 conversations and nearly 730,000 message exchanges. Customer feedback has been positive: MAIA’s customer satisfaction score (CSAT) was 91.4 percent in May and rose to 93 percent by the first week of June.
About 37 percent of users employ the AI for specific product searches, while roughly 15 percent request recipes, meal plans or dietary ideas.
Integrations and openness
The MAIA system integrates with Siri and Google Assistant, enabling voice commands such as: “Hey Siri, ask MAIA where my order is” or “Hey Google, add milk to my Kifli basket.”
Rohlik Group has also launched its own MCP (Model Context Protocol) server, built on an open technical standard that allows external AI assistants to connect to the service. Advanced users and AI enthusiasts can therefore link external AI clients like ChatGPT or Claude to Kifli and use them as personal shopping assistants — from product search and cart management to order handling and customer service coordination.
Why it matters
MAIA represents a step toward deeper automation and simplification of online grocery shopping: by integrating search, cart management and payment into a single, voice-enabled flow and opening connections to external AI tools, Rohlik Group is streamlining the customer journey and enabling more personalized, AI-driven shopping experiences.
