Rohlik, the Czech Republic-based grocery delivery platform operating under the Sezamo brand in Romania, has announced a ChatGPT integration that allows customers to interact with the shopping app using natural language commands rather than traditional navigation.
The feature enables users to search for recipes, manage their shopping baskets, track orders, and discover products through conversational prompts powered by OpenAI’s ChatGPT technology. Rather than manually browsing product categories, customers can now describe what they want to cook or what items they need, and the AI assistant returns relevant results and recommendations.
Founded in 2014, Rohlik operates as a growth-stage company with a 1 billion EUR valuation as of 2021. The Prague-headquartered company has established itself as one of Europe’s leading grocery delivery platforms, expanding beyond its home market into multiple countries across the continent. The integration with ChatGPT represents the company’s strategic pivot toward AI-driven retail operations.
Positioning for an AI-First Future
Michael Kaiser, Country Lead for Sezamo Romania, framed the integration as part of a broader vision for the grocery sector. “AI is fundamentally changing how people interact with technology,” he stated. “At Sezamo, we believe grocery shopping must evolve at the same pace. Our ambition is to be the first food retail AI-driven company in Europe, not just reacting to trends but creating them.”
The move positions Rohlik ahead of many traditional and digital-native competitors in adopting generative AI for customer-facing operations. Rather than deploying AI primarily for backend logistics or demand forecasting, the company is placing the technology directly in consumers’ hands as a shopping interface.
European Retail Context
The integration arrives as European grocery retailers grapple with how to leverage generative AI capabilities. Major supermarket chains and delivery platforms have largely focused on operational efficiencies, inventory management, and personalization algorithms. Rohlik’s approach of making ChatGPT the primary interface for customer interaction signals confidence in consumer adoption of AI-powered shopping experiences.
The company’s expansion into Romania through Sezamo reflects broader European consolidation patterns, where successful grocery delivery models from Central Europe are adapted for markets across the continent. By layering AI capabilities into these existing operations, Rohlik aims to create competitive advantages that transcend geographic boundaries.
For the wider European startup ecosystem, Rohlik’s ChatGPT integration demonstrates how established growth-stage companies are actively incorporating cutting-edge AI tools into their core business operations. Rather than waiting for industry standards to emerge, the company is experimenting with conversational commerce at scale across multiple markets, potentially signaling how the next generation of consumer-facing European platforms will operate.