“(Gen)AI First” at OTTO, Germany’s Largest Online Store

Authors

Michael Müller-Wünsch
Walter Brenner
Barbara Brenner

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.”

Recommended Citation

Müller-Wünsch, Michael; Brenner, Walter; and Brenner, Barbara (2025) "“(Gen)AI First” at OTTO, Germany’s Largest Online Store," MIS Quarterly Executive: Vol. 24: Iss. 3, Article 7.
Available at: https://aisel.aisnet.org/misqe/vol24/iss3/7