Knuspr Integrates ChatGPT: Grocery Shopping via AI Conversation
The online supermarket is one of the first official ChatGPT extensions in the European grocery retail sector
The Rohlik Group, the parent company of the online supermarket Knuspr.de, is considered a technological pioneer in the European online grocery sector, particularly in the use of AI. With the launch of one of the first official ChatGPT integrations in Europe, the service is now directly integrated into the world’s most widely used AI assistant. Knuspr customers can now use it to search for products, discover recipes, fill their shopping carts, and manage their entire weekly grocery shopping through a conversation with the AI. This milestone underscores the group’s long-term commitment to innovation, recognizing trends in the grocery industry and actively shaping them.
“AI is fundamentally changing how people use online services,” explains Richard Harris Jr., CEO of Knuspr. “We at Knuspr are convinced that grocery shopping must evolve in tandem with these changes. Our goal is to be the pioneering AI-powered online supermarket. The launch of one of the first ChatGPT extensions in Europe demonstrates this spirit of innovation and is another step toward delivering the most advanced shopping experience on the market.”
Through this integration, Knuspr meets customers exactly where they already are. ChatGPT, the world’s most widely used AI assistant, now helps customers find products, plan meals, and manage their shopping carts via desktop or smartphone—as intuitively as if they were talking to a personal shopping advisor.
This digital experience opens up entirely new possibilities for everyday life: Customers can ask ChatGPT to find “high-quality olive oil,” put together a carbonara recipe with all the ingredients, create a quick weekly dinner plan for the family, or decipher a photo of a handwritten shopping list. Instead of clicking through menus and categories, users simply describe what they need. Once the shopping cart is ready, they switch to Knuspr with a single click to quickly review the order and complete it as usual.
The technological foundation of the new service is the Rohlik Group’s proprietary AI infrastructure. In addition to the actual ChatGPT integration, the company has developed its own MCP (Model Context Protocol) server. This enables advanced users to connect Knuspr to a growing ecosystem of AI applications and digital agents. Detailed information and technical documentation on the MCP infrastructure can be found at knuspr.de/mcp-docs.
“We didn’t wait for AI to arrive in the grocery industry,” said Richard Harris Jr. “We built the infrastructure ourselves. Our own MCP server allows customers to use the service not only with ChatGPT, but with the AI tools they already use every day. This shows how seriously we take our technological leadership.” This open structure underscores the company’s vision that the future of retail lies increasingly in dialogue-oriented shopping supported by intelligent digital assistants.
In parallel with the ChatGPT app, the company is driving forward the development of Maia, its in-house AI assistant, which forms the foundation of its platform-internal AI strategy. While Maia manages the entire shopping experience—from product search to customer support—via natural language directly within the Knuspr ecosystem, the new ChatGPT app now brings this technological expertise to external, global platforms as well.
Together, ChatGPT, Maia, and Knuspr’s own infrastructure represent a comprehensive vision for the future of e-food: a simple conversation seamlessly turns into a completed order delivered to the customer’s doorstep. While the industry is still debating the future of AI in retail, Knuspr is already putting it directly into the hands of consumers today.
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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