The online supermarket Sezamo announces the launch of Maia Voice, a new feature that transforms the platform’s AI assistant into a fully conversational experience. 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.

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%).

“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.