Hungarian online grocer Kifli.hu will roll out an official ChatGPT integration in July, making it one of Europe’s first grocery shopping services built into ChatGPT. The integration allows customers to search for products, request recipe ideas or meal plans, and build or modify shopping carts directly through ChatGPT’s conversational interface.
How it works and what it offers
The feature provides a natural-language, conversation-based shopping experience on both desktop and mobile. Users can ask ChatGPT to find items such as premium olive oil, compile a full ingredient list for a carbonara recipe, plan a week’s menu for a family, identify items from a handwritten shopping list, or recommend discounted products tailored to a specific diet. Instead of navigating traditional menus and categories, customers can express their needs in everyday language and receive tailored suggestions.
To use the function, customers select the official Kifli.hu app in the ChatGPT application’s Apps menu and link it to their existing Kifli.hu account with a few clicks. After a one-time sign-in, ChatGPT supports assembling the shopping cart, while order review and final checkout continue to take place on the Kifli.hu platform.
Background: Rohlik Group and the MCP infrastructure
The integration is part of a longer-term AI strategy developed together with Kifli.hu’s parent company, Rohlik Group, which has been building proprietary AI solutions for years. Rohlik Group has also created and operates its own Model Context Protocol (MCP) server — an open communication standard that establishes secure connections between AI systems and applications. This infrastructure allows Kifli.hu to connect not only to ChatGPT but also to other AI platforms and intelligent assistants in the future.
"Artificial intelligence is fundamentally transforming how technology is used, and we believe grocery shopping must adapt to this change. Our goal is not merely to follow AI development but to actively shape the future of online grocery commerce. Launching one of Europe’s first official ChatGPT integrations realizes this vision and is another step toward providing the most advanced shopping experience to our customers," said Szabó Dániel, CEO of Kifli.hu.
Maia and the company’s vision
Alongside the ChatGPT integration, Kifli.hu continues to develop its own AI shopping assistant, Maia, which the company describes as one of Europe’s most advanced AI-based shopping solutions. Maia supports the entire shopping journey in Hungarian — from product search and recipe suggestions to cart assembly, selecting delivery slots, order management, customer service and secure payment.
Through the Rohlik Group’s MCP infrastructure, Kifli.hu aims to remain accessible from whichever AI platforms customers prefer, reflecting a vision of retail as an increasingly open, conversational ecosystem supported by intelligent assistants.
Why this matters
The ChatGPT integration broadens Kifli.hu’s reach by making its services available on a platform used by millions. The conversational interface aims to make shopping faster and more convenient by offering personalized suggestions in natural language, while keeping the secure, familiar checkout process on the Kifli.hu site.
