An AI-powered culinary assistant for Maspex Group

Our AI chatbot has changed the game in Poland’s FMCG sector and transformed Uwielbiam.pl users’ cooking experience. Real-time recipe recommendations, ingredient substitutions and smooth, natural interactions are taking engagement on the platform to new levels.
Summary
Maspex SA, a leading player in the Central and Eastern European food industry, wanted to leverage AI-driven innovation to enhance user engagement on Uwielbiam.pl. We developed an AI-powered conversational assistant that delivers personalised recipe suggestions, adapts ingredients on the basis of user preferences and provides precise, context-aware culinary guidance. Integrating cutting-edge AI models and cloud technologies, we optimised the user experience and ensured scalability and security.
Client
Industry
Food and beverage, FMCG
Service
AI-powered, conversational chatbot
Deliverables
Enhanced user engagement, personalised recipe assistance, scalable AI infrastructure

Details

The client

Maspex SA, a Central and Eastern European food market leader, owns and runs Uwielbiam.pl, a platform designed for culinary aficionados and well known for inspiring home cooks. Now, it was seeking to enhance user engagement by capitalising on state-of-the-art digital tools.

The challenge

The challenge facing Maspex was to integrate advanced technology and create a seamless, intuitive and personalised user experience for lovers of good cuisine. The solution needed to be capable of delivering precise answers to diverse culinary queries, supporting users in real time by suggesting recipes and ingredient substitutes and maintaining the uwielbiam.pl brand image of high quality and reliability.

The goal

The primary objective was to design and deploy an AI-powered chatbot that simplifies the cooking process for users, provides accurate, context-aware answers, inspires culinary creativity by utilising Uwielbiam.pl’s extensive recipe database, elevates communication quality and drives user engagement on the platform.

The solution

In collaboration with MakoLab, Maspex introduced an AI-based conversational chatbot on Uwielbiam.pl. The innovative technologies integrated in the system include:

  • Claude, a large language model (LLM) from Anthropic;
  • LangChain, a tool for building context-driven conversational AI;
  • Amazon Bedrock, a secure, scalable AWS service offering access to advanced LLMs. 

The chatbot enables users to interact naturally, asking questions like, “What can I make with potatoes and tomatoes?” or “How can I make this recipe vegan diet?” Key features include personalised responses that are precisely tailored to users’ needs and recipe adaptation by way of suggestions for alternative ingredients or modifications, as well as database integration that offers logged-in users full access to Uwielbiam.pl’s recipe resources.

Key results

The solution was designed, developed and deployed within just 6 months, launching in June 2024. As the first AI-powered chatbot in Poland’s FMCG sector and one of the few in Europe, it has positioned Maspex as a digital transformation pioneer.

Other results include:

  • a significantly improved the user experience, thanks to the chatbot’s ability to hold natural conversations;
  • scalability, security and cost optimisation, ensured by the use of AWS infrastructure;
  • the system architecture demonstrates potential for deployment in other sectors, such as e-commerce, insurance and banking, where customer self-service is vital.
Uwielbiam.pl has always been a place that inspires our users to experiment in the kitchen. Thanks to the deployment of the AI-based chat, we can respond to their needs and support their day-to-day cookery even better.
Dariusz Wyżga, Digital Manager, Maspex SA
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