Generative AI in E-Commerce: Otto Group Introduces New Innovation Projects for Enhanced Customer Experience and Optimized Processes

Manufactum Introduces AI-Based Virtual "Shopping Advisor"

Manufactum is known for its high level of consulting expertise in its department stores, which is now being digitally adapted with the new AI-based "Shopping Advisor." App users will receive an inspiring introduction to the unique product world. The product range of the multichannel retailer includes carefully selected "good things," serving as an alternative to a throwaway mentality. This includes items like the "Flotte Lotte," a classic kitchen helper that can be hard to find without prior knowledge. Here, the virtual advisor powered by generative artificial intelligence assists: customers can intuitively ask questions in natural language and gain new access to the product range – an important step in Manufactum's digitalization strategy. Following a successful testing phase in the app, the shopping advisor will also be integrated into the webshop.

The AI tool was developed by Otto Group One.O, the new central service provider for technology and strategy consulting within the Otto Group. The company consolidates the existing tech and consulting expertise of OSP – Otto Group Solution Provider, Otto Group IT, and the Digital & Consulting division under one roof. The new company is led by Katrin Behrens and Stefan Borsutzky, who also previously managed OSP. One.O develops economical, reliable, and innovative end-to-end services along the entire digital value chain. This strengthens the long-term competitiveness of the Otto Group and supports all group companies through the AI era and beyond. The official external launch will take place on March 3, 2025.

Witt Group: Increased Visibility in Search Engines with the Help of Generative AI

Search engines are a crucial success factor in E-commerce. However, relevant search terms remain underutilized as they are not explicitly included in product titles or descriptions. This is particularly true for niche target groups, such as those served by the Witt Group, which caters to individuals aged 50 and older, and unique search terms like "mother of the bride dresses." To close this gap in product data feeds, the Witt Group intelligently combines several technologies. First, existing product data and SEO databases are analyzed to identify relevant search terms with high demand potential. Based on this, GenAI automatically generates search engine-optimized product descriptions tailored to keywords, product features, and image content for maximum relevance and impact. The generated data feeds are integrated directly, regularly, and fully automated into the webshop's content management system. This significantly increases the discoverability of products in search engines. At the same time, the manual workload for employees decreases, creating space for strategic tas

Digital Product Development: Bonprix's "Fashion Creation App" Inspires Fashion Design

Bonprix aims to fully digitize the entire product development process – from design ideas through 3D fitting and success forecasting with AI to virtual try-ons in the online shop. The self-developed "Fashion Creation App" utilizes generative artificial intelligence to assist product managers during the time- and research-intensive design phase. Based on text prompts and uploaded images or sketches, the application generates photorealistic design proposals that can be iteratively developed further. This allows designers and product developers at Bonprix to quickly and easily translate their creative ideas into visual designs, which then serve as a basis for briefings or further discussions. The first AI-assisted styles are already available in the webshop, and the use of the app is set to expand further throughout the year. Detailed information about the "Fashion Creation App" can be found in Bonprix's press release.

Generative AI in the Otto Group

These innovation projects demonstrate the potential of artificial intelligence in E-commerce and for customer experience. In the future, the Otto Group will continue to focus on innovations with AI, particularly in six areas: marketing, product development, logistics, customer care, individual productivity, and improving customer experience. "We consciously seize opportunities arising from the use of artificial intelligence throughout the international corporate group. Our guiding principle is always to create tangible value for customers and employees alike. This customer-centric approach to innovations has a tradition in the Otto Group and has made us a pioneer in the use of AI in retail," says Sebastian Walter, Group Vice President Digital & Consulting, Otto Group.