DMS Talk 9: AI — Retail in Focus.

DMS Talk 9: Luis Knoke × Stoked AI × DMS — Talking AI and Retail the Modern Way

Another exciting DMS Talk — this time with Luis Knoke, an AI expert from Hamburg, in conversation with Oliver Nitz, CMO at DMS. Together, they explore the potential of AI in the retail space.

One thing’s clear from the start: the potential is huge — very huge. As Luis Knoke puts it, “AI gives you speed.”

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Good News: Stoked AI — The Agency for Artificial Intelligence

Oliver Nitz and Luis Knoke have worked together for many years. At DMS, we focus primarily on Digital Signage, but also on solutions such as Instore Radio, Live Shopping, Live Recruiting and Frequency Measurement. Or, as we like to say: On digital with meaning.

With MUSE content, we’ve found the perfect partner. Luis Knoke, now a strategic consultant at Hamburg-based Stoked AI, began with live shopping and now focuses more on brand strategy — online and offline. When it comes to customer journeys and brand experience, he's the right fit for any challenge.

And here’s the exciting news: Stoked AI — a new agency entirely focused on artificial intelligence. For good reason. The topic is huge.

Not a Trend: The AI Revolution

For Luis, AI is far more than just a trend — he sees it as a full-blown revolution, on the scale of the Internet itself. That’s why MUSE Content is now leveraging Stoked AI. The potential? Massive. AI is changing everything — for the better.

Luis says:

"For me, AI is much stronger than a trend — we’re reaching a speed that has never been seen before. In all areas. AI touches everything, and we’re at a truly exciting point: where does it touch everything, in what form, and how can we use it?"

And when asked about trends, he puts it simply: “Trend? No topic has come up that is so much not a trend.”

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Now It’s Getting More Personal: Reaching Customers Directly With AI

One major theme from this DMS Talk is hyper-personalization — a truly exciting field. With tools like ChatGPT, Storia, or DALL·E, newsletters can now be created in much more tailored and effective ways. And the results speak for themselves: AI-powered newsletters achieve higher click-through rates. Why? Because AI can serve each target group more precisely and personally.

The benefits of large language models (LLMs) go even further. Take chatbots, for example: since early this year, Klarna has been using a new AI chatbot that resolves two-thirds of all customer inquiries — and customer satisfaction hasn’t dropped. It’s just significantly faster. Luis also shares fascinating insights from the fashion world, including AI-powered styling tools that suggest the perfect outfit — making online shopping easier, more enjoyable, and more profitable. Efficient? Absolutely. That’s artificial intelligence.

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If Content is King, AI Rules!

It’s not just about hyper-personalization — it’s also about speed. When it comes to content creation, AI opens up entirely new possibilities. Agencies can now shift their focus toward quality, saving valuable time on format-specific content production — from LinkedIn to Facebook, or adapting content for screens. Various AI tools act like digital toolkits, streamlining the process.

Luis also highlights new ways to generate video and audio content. Traditionally, brands have relied heavily on voice talent — but with AI, you can create voiceovers in virtually any tone or language, at lightning speed. It’s not just faster, it’s also more cost-efficient.

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All That Remains Is the Question of Data Protection…

And Oliver and Luis don’t shy away from it. The conversation around artificial intelligence, especially when it comes to ethics and data privacy, is a fitting and forward-looking close to this cutting-edge DMS Talk.

One thing is certain: there will be plenty more to explore in future talks. We’ll stay tuned — and keep reporting.

But for now, it’s time to watch the latest DMS Talk now!