Otto Group vs ROSSMANN

OTTO: Mit ChatGPT-Plugin und -Ads zur Agentic Readiness

OTTO is advancing its e-commerce platform for AI-driven shopping. With its tech partner one.O, the retailer built an MCP-based interface, enabling a new ChatGPT plugin that offers product recommendations for over 19 million articles. Users can engage the plugin via '@OTTO' to get personalized product advice, with purchases completed on OTTO's own shop. Additionally, OTTO has been testing ChatGPT Ads since September 2026, one of the first European partners, while clearly distinguishing paid ads from organic recommendations. Earlier, OTTO introduced a voice-assisted shopping tool that has driven up to 37% higher order values and double conversion rates. Future plans include AI agents that can retrieve real-time data and handle transactions, but these capabilities are not yet available.

• OTTO launched a ChatGPT plugin for product recommendations across 19 million articles, built on an MCP-based interface with one.O.
• The plugin enables customers to get advice on OTTO's assortment within ChatGPT, with purchases completed on OTTO's shop.
• OTTO has been testing ChatGPT Ads since September 2026 as one of the first European partners, distinguishing ads from organic recommendations.

Witt-Gruppe eröffnet virtuelle Umkleidekabine; Nächste Phase der KI-Transformation: OTTO startet GenAI-Enablement-Partner-Programm

New press releases on the Otto Group newsroom: Witt-Gruppe launches virtual fitting room (08.10.2026) and OTTO starts GenAI-Enablement-Partner-Programm (07.10.2026).

Alexander Peters erweitert als CTO die Geschäftsführung der Hermes Fulfilment

Otto Group 26.08.2026

ROSSMANN expands AI-powered data query platform

German drugstore chain ROSSMANN is expanding its AI-based data query platform 'Chat with your Data', built on Databricks, to additional business areas after a successful deployment in logistics. Employees can query corporate data using natural language questions. The platform provides structured results from verified data within seconds, aiming to reduce complex analysis processes and support operational and strategic decisions. Controlled access rights tied to data products and data quality standards ensure reliability and security. The rollout, accompanied by internal training through the company's Data Academy, is planned for functions such as purchasing, marketing, finance, and category management, following concrete use cases and defined metrics.

• ROSSMANN launched 'Chat with your Data', an AI-powered query platform based on Databricks.
• The platform is already in productive use in logistics, providing information on transport routes, goods movements, and store supply.
• Planned expansion to additional areas: purchasing, marketing, finance, and category management.

John Frieda Launches Campaign with Rossmann Partnership

Kao's haircare brand John Frieda is launching a new campaign titled "Generations by John Frieda" at the end of July, featuring testimonials Veronica Ferres and Lilly Krug in three video episodes. The campaign again teams the brand with the drugstore chain Rossmann as exclusive retail partner and uses Rossmann's retail-media and in‑store channels alongside social placements (Facebook, Instagram, TikTok), print (Gala) and digital integrations (Brigitte newsletter, banners on Rossmann's John Frieda page). Media planning and buying are handled by the Publicis agency Starcom. Kao emphasizes a strategy combining social-first content, influencer/creator collaborations and integrated retail activations to reach consumers along the full customer journey.

• Kao's John Frieda brand is launching the campaign "Generations by John Frieda" at the end of July 2026.
• The campaign features Veronica Ferres and Lilly Krug as testimonials across three video episodes.
• Rossmann is the exclusive retail partner for the Germany-wide in‑store implementation and supports the activation with its advertising and retail‑media channels.