The audience agreed that the live recording of the ‘Retail Reality Show’ podcast was not just entertaining, but also provided some fascinating insights into the specific application of AI. The GDI’s International Retail Summit provided the ideal setting for the well-established podcast format to highlight industry-relevant developments and future trends in retail.
Exploring the topic of ‘AI: Beyond the Hype’, Nino Bergfeld, moderator and consultant at Salesforce, Nicolas Kröger, CDO of Manor, and Cindy Candrian, CEO of Delta Labs, used specific case studies to discuss how data and technology can improve the customer experience in retail..
 Live-Aufnahme des Podcasts «Retail Reality Show» am GDI: Nicolas Kröger, Cindy Candrian und Nino Bergfeld (v.l.n.r.) |
| Live recording of the podcast ‘Retail Reality Show’ at the GDI: Nicolas Kröger, Cindy Candrian and Nino Bergfeld (left to right) |
Improved data quality
Nicolas Kröger, a highly regarded retail expert, presented an innovative approach to improving product data quality at Manor. Instead of manual data management, they deploy AI to generate high-quality product datasheets from various sources, such as manufacturer websites, data feeds and existing product texts. This addresses problems such as inconsistent sizing information and improves filter performance in the online shop. “This process enables huge time savings to be made - tasks that used to take hours can now be completed in a matter of minutes,” explained Kröger. “We’re already seeing potential savings of up to 40% in this area.” This means employees can be used on tasks that create greater added value and enables significant productivity gains.
Tailored customer approach
Entrepreneur and AI expert Cindy Candrian presented examples of applications enabling personalised marketing communication and explained how Delta Labs uses AI systems to create customised and brand-compliant texts. The AI system uses large language models to analyse customer profiles and generate personalised content. As it recognises psychological profiles and behavioural patterns, it adapts communication to various styles and formats specifically aimed at different target groups. “Studies reveal that tailored messages are 30 to 40% more effective,” underlined Candrian. She believes this targeted approach ensures stronger customer loyalty and results in higher interaction rates. “In the past, employees often wrote differently. Now we can address different target groups in a standardised and efficient way - achieving huge impact.”
Despite the potential it presents, Kröger and Candrian underlined the need to understand AI’s strengths and limitations. Upskilling both managers and employees is a vitally important part of harnessing AI’s full potential.
For more in-depth insights into these exciting use cases, watch the full video (German only).