Following the success of chat interactions, Maia can now also be used via voice, offering customers a faster and more natural way to shop, plan meals, or handle order-related requests.
Initially launched as a chat assistant at the end of January, Maia was quickly adopted by users: approximately 76% of active customers have accessed the feature during this period. Interactions are still predominantly text-based (88.4%), but voice usage has been growing rapidly within just four days of launch.
With Maia Voice, customers can move seamlessly from simple questions like “What should I cook tonight?” to concrete actions such as adding items to their basket or modifying an order, simply by speaking. The assistant understands natural language, offers recipe suggestions, recommends products based on preferences, allergens or nutritional values, and can identify more affordable alternatives for desired products.
Among the most frequent requests addressed to Maia are adding products from previous orders, dinner inspiration, product information, dietary menu suggestions, and recommendations for specific categories such as steaks or special diets like gluten-free options.
Maia is not just an informational tool, but an active shopping assistant that significantly reduces the time between intention and order placement.
Beyond shopping planning, Maia also simplifies customer support. Users can report missing or damaged items, change delivery time slots, or update their order within seconds, without forms or waiting time. In many cases, solutions are provided instantly, including automatic credits for affected products.
Although Maia is an AI assistant, its usage is very strong also on web, indicating that Romanians use it not only for quick questions but also as a shopping planning tool, in a context where larger screens remain preferred. Most interactions with Maia take place on web (48.9%), followed by iOS (32.4%) and Android (18.7%).
The new voice feature is initially available to Xtra customers, who can be among the first to interact directly with the AI assistant via voice.
“Maia is not just an AI, but a real helper in the shopping process. We aimed to reduce as much as possible the distance between a need and its resolution, and voice is the most natural step in that direction. Customers don’t need to learn how to use the technology, they just need to speak as they normally would,” said Michael Kaiser, Country Lead Sezamo.
The online supermarket offers a selection of over 16,000 products, including fresh produce sourced directly from local farmers, food from local artisans, as well as international supermarket brands, all in one place. Products are delivered to customers from a 12,000 sqm warehouse located within CTPark in northern Bucharest, which includes ambient storage spaces and temperature-controlled units that ensure optimal product conditions and reduced energy costs.