The Hamburg online retailer Otto wants to improve shopping on the Internet with artificial intelligence (AI), make processes more efficient and thus strengthen competitiveness.
“Artificial intelligence does not solve all problems, but will help with many problems,” said Sebastian Walter, Group Vice President Digital & Consulting, when presenting new applications for customers and employees: Inside.
The department stores from Manufactum were characterized by high advisory skills. This should now be transferred to digital by a new AI-based “shopping consultant”. “Customers: Inside, the virtual consultant can ask questions and receive suitable answers,” said Alexander Peters. If one: E Custom: In for example, question: “How do I pass apple sauce?” If he received the right product, in this case a kitchen helper called “Fleet Lotte”.
Better visibility in search engines
Another example of the use of generative AI is better visibility in search engines. Searches that are still still unused were currently still unused because they are not explicitly contained in product titles or descriptions. This applies, for example, to the target group of the WITT group, which turns to people aged 50 and over and corresponding search terms such as “bridal mother dresses”. In order to close this gap in the product data feeds, the WITT group combines several technologies at the same time.
According to Otto, an example of the use of AI in product development is the “Fashion Creation App”. “Based on text prompts and uploaded images or sketches, the application generates photo -realistic design suggestions that can be further developed,” it said. The Otto subsidiary Bonprix is pursuing the goal of digitizing the entire product development process – from the design idea to fitting in 3D and success forecast with AI to the virtual fitting in the online shop.