DMS Talk 10: From Large Language Model to ROI.

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More Modern Talking About the Potential of Artificial Intelligence in Retail

How does a large language model become real added value? At the end of his retail.ai roadshow, Norbert Hillinger and Oliver Nitz, CMO of DMS, discussed ideas and innovations in retail.

Her conclusion: With in-depth insider knowledge of AI, retail is becoming smarter and more successful.

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Hype Versus Reality — What Is the Point of Megatrend AI?

_{“Technologies are developing faster than companies can adapt them. You have to keep an eye on the Martec Act.”}

‍_{— Reality check by Norbert Hillinger}

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Versatile in Use — And Always Wow: AI in Retail

From procurement to customer contact, AI is proving its value across the entire retail value chain. Take “Nelson,” Deutsche Telekom’s AI-powered purchasing bot — it autonomously negotiates purchasing conditions, demonstrating how AI is reshaping procurement. In Category Management, AI analyzes sales data and delivers precise recommendations for action.

Beyond analytics, AI is already driving efficiency and innovation in key areas such as customer service, marketing, store design, checkout, and payment solutions. In short: AI is optimizing every touchpoint in the retail journey.

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Success Stories — Powered by AI

AI is delivering measurable impact across the retail sector. These standout examples from the DMS Talk showcase how artificial intelligence drives real results:

• Klarna – Around two-thirds of customer interactions are handled by AI, saving the Swedish payment provider the equivalent of 700 full-time jobs.
• DM Drugstore – With the custom-developed DM GPT model, over 1,000 employees are already benefiting from more efficient internal communication.
• Deutsche Telekom – The AI procurement bot “Nelson” optimizes purchasing processes.
• IKEA, Hofer & more – Location analytics powered by AI help analyze massive volumes of GPS and stationary data to better understand customer behavior, target groups, and store visit frequencies.

Whether it’s creating a web shop with AI-based tools, automating product descriptions and video content, or using AI for content scoring (like “eye tracking by a machine” to assess vividness and clarity of advertising) — AI offers limitless potential.

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About the Responsible Use of AI

While AI unlocks new opportunities in retail, responsible use is essential.Models must comply with data protection regulations, and retailers must stay alert to the risk of reinforcing bias through AI systems. Companies should train their teams to use AI ethically and thoughtfully.

Even More Modern Talking: Always New, Always Exciting — The DMS Talks

Want to go deeper? Our webinars feature insights from industry insiders like Luis Knoke (MUSE Content) and Rainer Will (Trade Association) — and the next DMS Talk editions are already in the works! Our mission stays the same: Inspire. Innovate. Share insider knowledge that helps retailers move forward.

Looking for support? We’re here to develop custom digital solutions tailored to your business — from Digital Signage to Location Analytics and more — powered by AI.

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