Artificial Intelligence and Machine Learning at MediaMarktSaturn

In the run-up to this year’s computer expo CeBIT, where artificial intelligence is one of the core themes, Handelsblatt had a few questions for me.

How important are artificial intelligence and in particular machine learning for your company?

For us, artificial intelligence is one of the focal points in the field of digitization. In recent years, we’ve developed topics such as virtual reality and robotics. The next step is now to use artificial intelligence and machine learning.

In which areas of the company do you use artificial intelligence? Can you give us a concrete example?

We employ artificial intelligence in various areas. In Spain, we’re working with IBM Watson on the use of artificial intelligence in customer service. Customers often ask the same or similar questions. If these questions can be answered faster and automatically by machine learning, our employees will have more time to deal even better with more complicated matters. Paul, our service robot, who will be on display during CeBIT at the Saturn partner stand at ‘Hub @ CeBIT’, will in future use artificial intelligence to answer customers’ questions.  

In internal knowledge management, we’re currently testing the tool Starmind, which organizes knowledge in the company using intelligent search algorithms so that it can be found more easily.  

We’re also planning to use artificial intelligence in analysis and forecasting, for example for the composition of our product ranges and the supply chain. Take Pokemon Go!, for example. This smartphone game has spread like wildfire of late, creating huge demand for external batteries or ‘power banks’. By means of artificial intelligence, information about the towns and cities where the app has been installed most frequently can be connected to stocks held by manufacturers and in our stores. This reduces storage costs and improves availability. And as far as pricing is concerned, artificial intelligence can be used at the end of the life cycle of a device to network order quantities, stock and demand very efficiently with the corresponding prices.  

How many employees specialize in artificial intelligence? How many specialists are you currently looking for?

In our digitization team, we have employees who are exploring the possibilities of the new technology in pilot projects. In the medium term, we expect all our IT employees to be familiar with the possibilities of artificial intelligence and know how to use it – just as they ought to know the ins and outs of smartphone apps nowadays. We’re currently looking for about 100 specialists in IT, and they’ll include dedicated experts in artificial intelligence.  

How do you find employees with the necessary skills (for example through further training, collaboration with universities, endowed professorships, recruitment consultants, etc.)?

In our experience, it’s not easy to find knowledge about the use of artificial intelligence in retail because it’s a completely new field. We’re doing cutting-edge work here, and our employees are directly building up the related knowledge. Our motto regarding digitization is “try fast, fail fast and adjust even faster”. By testing new technologies quickly, we’re gaining experience while others are still talking.