“(Gen)AI First” at OTTO, Germany’s Largest Online Store
Journal
MIS Quarterly Executive
Series
7
Type
case study
Date Issued
2025-09
Author(s)
Abstract
Artificial intelligence (AI)—and, since the end of 2022, generative AI (GenAI)—have
become a key competitive factor for online retailers. In an interview with Walter and
Barbara Brenner of the Institute for Information Systems and Digital Business at the
University of St. Gallen, Switzerland, Michael Müller-Wünsch, chief information officer
at OTTO, Germany’s largest online store, explains how OTTO uses AI to increase its
competitiveness by following the mantra “(Gen)AI First.”
become a key competitive factor for online retailers. In an interview with Walter and
Barbara Brenner of the Institute for Information Systems and Digital Business at the
University of St. Gallen, Switzerland, Michael Müller-Wünsch, chief information officer
at OTTO, Germany’s largest online store, explains how OTTO uses AI to increase its
competitiveness by following the mantra “(Gen)AI First.”
Language
English (United States)
Keywords
Artificial Intelligence (AI)
Generative AI (GenAI)
AI Strategy
E-Commerce
Digital Transformation
HSG Classification
contribution to practical use / society
Refereed
Yes
Publisher
https://aisel.aisnet.org/misqe/
Volume
24
Number
3
Start page
1
End page
5
Pages
5
Official URL
Subject(s)
Division(s)
Contact Email Address
barbara.brenner@unisg.ch
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open.access
Name
_(Gen)AI First_ at OTTO Germany_s Largest Online Store.pdf
Size
4.51 MB
Format
Adobe PDF
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