Otto Group and Google demonstrate AI-Commerce applications

The Otto Group, in collaboration with strategic partner Google, has unveiled a comprehensive approach to AI-Commerce. During a press conference at Google's US headquarters, the group demonstrated specific artificial intelligence applications through its brands Crate & Barrel, Bonprix, and OTTO.

The initiative focuses on an ‘AI-first-mindset’ to integrate AI across all retail sectors. This strategy aims to move beyond simple search functions toward ‘Agentic Commerce,’ where advanced AI can autonomously solve problems and orchestrate the entire customer journey from inspiration to delivery.

Otto Group CEO Petra Scharner-Wolff stated that AI-Commerce represents a fundamental shift in how the company works and competes, rather than just being another technological cycle.