{"id":400445,"date":"2023-06-29T09:37:10","date_gmt":"2023-06-29T07:37:10","guid":{"rendered":"https:\/\/www.atreus.de\/?post_type=event&#038;p=400445"},"modified":"2024-01-25T16:32:04","modified_gmt":"2024-01-25T15:32:04","slug":"ai-in-consumer-goods-and-retail-sector","status":"publish","type":"event","link":"https:\/\/www.atreus.de\/en\/events\/ai-in-consumer-goods-and-retail-sector\/","title":{"rendered":"How are data and AI based applications like ChatGPT changing the consumer goods and retail world?"},"content":{"rendered":"<div  class=\"zw-cgb header-standard-block is-first-block desktop-has-image mobile-has-image default-margin white-color content-right content-down zw-atr-portrait-pos-left-bottom zw-atr-landscape-pos-left-bottom height-default \"><div class=\"row\"><div class=\"zw-cgb-content col-12 mx-auto\"><div  class=\"header-standard-inner-container\"><div class=\"bg-image\"><span class=\"copyright-image d-none d-lg-block\"><\/span><img decoding=\"async\" class=\"respnsive-img d-none d-lg-block\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI.jpg 1920w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-768x432.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-1024x576.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-480x270.jpg 480w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-1440x810.jpg 1440w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"aspect-ratio:1920\/1080 !important\" title=\"atreus_\"><span class=\"copyright-image d-lg-none d-block\"><\/span><img decoding=\"async\" class=\"responsive-img d-lg-none d-block\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/teaser-4zu3-20230725-Alounge-KH-KI.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/teaser-4zu3-20230725-Alounge-KH-KI.jpg 823w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/teaser-4zu3-20230725-Alounge-KH-KI-768x578.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/teaser-4zu3-20230725-Alounge-KH-KI-480x361.jpg 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:823\/619 !important\" title=\"atreus_\"><\/div><div class=\"preheadline-container\"><div class=\"zw-breadcrumb-container black-color d-md-down-none\"><\/div><p class=\" zw-cgb preheadline zw-prevent-animation\">A\u00b7LOUNGE CONSUMER GOODS\/RETAIL &amp; DATA\/IT<\/p><h1 class=\" zw-cgb headline zw-prevent-animation\">How are data and AI based applications like ChatGPT changing the consumer goods and retail world?<\/h1><\/div><\/div><\/div><\/div><\/div><div class=\"zw-breadcrumb-container black-color d-none d-md-down-block\"><nav aria-label=\"breadcrumbs\" class=\"rank-math-breadcrumb\"><p><span class=\"label\">c<\/span> <a href=\"https:\/\/www.atreus.de\/en\">Home<\/a><span class=\"separator\"> c <\/span><a href=\"https:\/\/www.atreus.de\/publikationen-events\/\">Events<\/a><span class=\"separator\"> c <\/span><span class=\"last\"><\/span><\/p><\/nav><\/div>\n\n\n    <div  class=\"zw-cgb  textblock black-color zw-content-pos-center  default-margin \">\n      <div class=\"row\">\n        <div class=\"zw-cgb-content col-12 g-0\">\n          <h2 class=\"zw-cgb headline \">A\u00b7lounge Digital on July 25, 2023<\/h2><p class=\" zw-cgb fulltext \"><\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n\n    <div  class=\"zw-cgb  textblock black-color zw-content-pos-center  default-margin \">\n      <div class=\"row\">\n        <div class=\"zw-cgb-content col-12 g-0\">\n          <h2 class=\"zw-cgb headline \">You missed the event?<\/h2><p class=\" zw-cgb fulltext \">Watch the video recording with the most important learnings:<\/p><p class=\" zw-cgb fulltext \"><\/p>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\n\r\n    <div id=\"b6196ec9-74f3-40d7-a040-bf0a37a75bdf\" class=\"zw-cgb  videoEmbedBlock black-color default-margin  zw-atr-portrait-pos-default zw-atr-landscape-pos-default show-background-image\">\r\n      <div class=\"row\">\r\n        <div class=\"col-12 g-0 content-wrapper\">\r\n          <div class=\"bg-image\"><span class=\"copyright-image\"><\/span><img decoding=\"async\" class=\"zw-img d-none d-menu-block\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-background-video-block.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-background-video-block.jpg 1920w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-background-video-block-768x288.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-background-video-block-1024x384.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-background-video-block-480x180.jpg 480w, https:\/\/www.atreus.de\/wp-content\/uploads\/2022\/03\/teaser-background-video-block-1440x540.jpg 1440w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" style=\"aspect-ratio:1920\/720 !important\" title=\"atreus_\"><\/div><div class=\"zw-video-container embed\"><div class=\"image-container\"><span class=\"copyright-image\"><\/span><img decoding=\"async\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI.jpg 1920w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-768x432.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-1024x576.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-480x270.jpg 480w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/header-20230725-Alounge-KH-KI-1440x810.jpg 1440w\" sizes=\"(max-width: 750px) 100vw, 750px\" style=\"aspect-ratio:1920\/1080 !important\" title=\"atreus_\"><span class=\"play-button-image\" onClick=\"zw_create_video(&quot; 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Please note that doing so will share data with third-party providers.&lt;\\\/p&gt; &lt;a class=\\&quot;brlbs-cmpnt-cb-provider-toggle\\&quot; href=\\&quot;#\\&quot; data-borlabs-cookie-show-provider-information role=\\&quot;button\\&quot;&gt;More Information&lt;\\\/a&gt; &lt;\\\/div&gt; &lt;div class=\\&quot;brlbs-cmpnt-cb-buttons\\&quot;&gt; &lt;a class=\\&quot;brlbs-cmpnt-cb-btn\\&quot; href=\\&quot;#\\&quot; data-borlabs-cookie-unblock role=\\&quot;button\\&quot;&gt;Unblock content&lt;\\\/a&gt; &lt;a class=\\&quot;brlbs-cmpnt-cb-btn\\&quot; href=\\&quot;#\\&quot; data-borlabs-cookie-accept-service role=\\&quot;button\\&quot; style=\\&quot;display: inherit\\&quot;&gt;Accept required service and unblock content&lt;\\\/a&gt; &lt;\\\/div&gt; &lt;\\\/div&gt; &lt;\\\/div&gt;&lt;\\\/div&gt;&quot;,'b6196ec9-74f3-40d7-a040-bf0a37a75bdf','vimeo-content-blocker')\"><img decoding=\"async\" loading=\"lazy\" width=\"60\" height=\"70\" alt=\"AtreusPlay\" src=\"https:\/\/www.atreus.de\/wp-content\/themes\/zw-atr-theme\/assets\/images\/Play_Button_wei\u00df.png\" title=\"atreus_\"><\/span><\/div><\/div>        <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\r\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer is-style-zw-default-color\"><\/div>\n\n\n<div  class=\"zw-cgb row  columnmaster020 default-margin \"><div class=\"columnmaster-inner-content g-0\">    <div  class=\"zw-cgb no-image-layout columnblock white-color has-icon  blue-400 \">\n      <div class=\"zw-cgb zw-cgb-content\">\n\n        <div class=\"column-content\"><div class=\"inner-content\"><div class=\"icon-container\"><span class=\"atr-icon\">j<\/span><h2 class=\" zw-cgb headline h4\">Event<\/h2><\/div><p class=\" zw-cgb fulltext \"><strong>Digital<\/strong><\/p><p class=\" zw-cgb fulltext \"><strong>25 July, 2023 \u2013 12:00 pm to 13:30 pm<\/strong><\/p><p class=\" zw-cgb fulltext \">Welcome and introduction of the speakers<\/p><p class=\" zw-cgb fulltext \">Keynotes by Tobias Fausch (CIO BayWa), Matthias Drebes (Sales Director Consumer, Celonis), Oliver Miessner (CIO \/ CTO, Getr\u00e4nke Hoffmann)<\/p><p class=\" zw-cgb fulltext \">Discussion and questions from the audience<\/p><\/div><\/div>      <\/div>\n    <\/div>\n    <div  class=\"zw-cgb no-image-layout columnblock white-color has-icon  blue-600 \">\n      <div class=\"zw-cgb zw-cgb-content\">\n\n        <div class=\"column-content\"><div class=\"inner-content\"><div class=\"icon-container\"><span class=\"atr-icon\">l<\/span><h2 class=\" zw-cgb headline h4\">Subject<\/h2><\/div><p class=\" zw-cgb fulltext \">With the advent of ChatGPT, artificial intelligence has taken the stage of many companies. Consumer goods and retail companies are facing the exciting challenge: How can processes be made more efficient? What innovative business models can be developed with the help of data and AI?<\/p><p class=\" zw-cgb fulltext \">We would like to give you an insight into concrete \u201cuse cases\u201d in which AI and data-driven applications are already being successfully applied.<\/p><\/div><\/div>      <\/div>\n    <\/div>\n    <div  class=\"zw-cgb no-image-layout columnblock white-color has-icon  blue-900 \">\n      <div class=\"zw-cgb zw-cgb-content\">\n\n        <div class=\"column-content\"><div class=\"inner-content\"><div class=\"icon-container\"><span class=\"atr-icon\">k<\/span><h2 class=\" zw-cgb headline h4\">AI in Consumer Goods<\/h2><\/div><p class=\" zw-cgb fulltext \"><strong>Leading companies through challenging times requires storm-proof professionals with power and instinct.<\/strong><\/p><p class=\" zw-cgb fulltext \">We support you with challenges in the area of consumer goods and retail as well as IT and data:<\/p><\/div><div class=\"zw-cgb zw-cgb-button-container text-center\"><a class=\"zw-cgb btn btn-primary prm-button\" href=\"https:\/\/www.atreus.de\/en\/industries\/consumer-goods\/\">Solution Group consumer goods and retail<\/a><br><br><a class=\"zw-cgb btn btn-primary prm-button\" href=\"https:\/\/www.atreus.de\/en\/expertise-in-interim-management\/management-functions\/it\/\">Atreus Kompetenz Digital und IT<\/a><br><br>.<\/div><\/div>      <\/div>\n    <\/div>\n<\/div><\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer is-style-zw-default-color\"><\/div>\n\n\n    <div  class=\"zw-cgb    infoblock default-margin black-color  \">\n      <div class=\" row\">\n        <div class=\"zw-cgb-content has-padding col-12\">\n          <div class=\"preheadline-container parent-has-padding\"><p class=\" zw-cgb preheadline ' .  . '\">Atreus A\u00b7lounge Digital<\/p><\/div><div class=\"inner-content parent-has-padding\"><h2 class=\" zw-cgb headline\">THE WORLD OF CONSUMER GOODS AND RETAIL IN TRANSITION THROUGH DATA &amp; AI<\/h2><p class=\" zw-cgb fulltext \">With ChatGPT, artificial intelligence has arrived in the public consciousness \u2013 and is already changing companies and entire industries. Consumer goods and retail companies are facing exciting challenges: How can they make processes more efficient? What innovative business models can be developed with the help of data and AI?<\/p><p class=\" zw-cgb fulltext \">In the event, hosted by Atreus Directors Michael Lichtinger and Franz Kubillum, experts from leading companies provided insights into concrete use cases for which AI and data-based applications are already being used successfully today.<\/p><p class=\" zw-cgb fulltext \"><strong>A summary in 7 theses:<\/strong><\/p><div class=\"link-container\"><\/div><\/div>        <\/div>\n      <\/div>\n    <\/div>\n\n\n<div id=\"parent61878\"class=\"zw-cgb halb-halb-headline-text-block-135 default-margin \"><div class=\"row\">    <!--  block -->\n    <div class=\"half-content has-padding col-lg-6 col-12 leftBlock order-1 blue-400 white-color has-icon has-headline \"><div class=\"icon-container\"><span class=\"atr-icon\">n<\/span><h2 class=\" zw-cgb headline\">1. Artificial intelligence is much more than a useful chatbot<\/h2><\/div><div class=\"content-container\"><div class=\"inner-content parent-has-padding\"><p class=\" zw-cgb fulltext \">\u201cChatGPT has already reached 100 million users in the first two months,\u201d says Atreus Director Michael Lichtinger. For the consumer goods and retail industry alone, the management consultancy McKinsey calculates an added value of up to 610 billion euros per year through generative AI. It is therefore \u201cimportant to engage with the technology at an early stage and thus secure competitive advantages\u201d, says Atreus Director Franz Kubillum. Generative AI is still mainly used in content creation and marketing, but the number of AI applications in business is already unmanageably large. Increasingly, ChatGPT functions as a language layer that enables the interaction of a user with an artificial intelligence, explains Matthias Drebes, Sales Director Consumer at the Munich-based software company Celonis.<\/p><div class=\"link-container\"><\/div><\/div><\/div><\/div>    <!--  block -->\n    <div class=\"half-content has-padding col-lg-6 col-12 rightBlock order-2 blue-600 white-color has-icon has-headline \"><div class=\"icon-container\"><span class=\"atr-icon\">o<\/span><h2 class=\" zw-cgb headline\">2. Robots, drones and satellites supplemented by sensors: Prerequisite for AI use in agriculture<\/h2><\/div><div class=\"content-container\"><div class=\"inner-content parent-has-padding\"><p class=\" zw-cgb fulltext \">Tobias Fausch is CIO at Munich-based energy and agricultural group BayWa AG, which celebrates its 100th anniversary this year. BayWa uses artificial intelligence to achieve sustainability goals in agriculture, relying on robots, drones and satellites equipped with sensors to optimise the cultivation of fields in many ways. Robots are used to check plant health in a field, for example, or to weed or fertilise, but they are not suitable for every terrain. Drones are more flexible and provide real-time data at all times, but are dependent on wind and weather and are relatively expensive. Satellites can be used to monitor and predict plant growth, measure soil quality, make fertiliser recommendations or predict crop yields.<\/p><div class=\"link-container\"><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"parent6380\"class=\"zw-cgb halb-halb-headline-text-block-135 default-margin \"><div class=\"row\">    <!--  block -->\n    <div class=\"half-content has-padding col-lg-6 col-12 leftBlock order-1 blue-400 white-color has-icon has-headline \"><div class=\"icon-container\"><span class=\"atr-icon\">n<\/span><h2 class=\" zw-cgb headline\">3.\u00a0In agriculture, AI ensures sustainability and profitability at the same time<\/h2><\/div><div class=\"content-container\"><div class=\"inner-content parent-has-padding\"><p class=\" zw-cgb fulltext \">Fausch points to the many possible applications of AI in agriculture. \u201cUsing satellite images, it is possible, for example, to simulate for the whole of Europe how plants will develop on farmland or how fertiliser needs to be applied.\u201d Using a highly efficient algorithm, BayWa has succeeded in removing clouds from satellite images of farmland by extrapolation: \u201cIn the process, the AI replaces the cloud with an estimate of how the plants have developed.\u201d AI can also be used to calculate the optimal fertilisation of farmland or the establishment of insect or bee pastures to promote biodiversity. In this way, land management measures can be increasingly planned in advance. \u201cSustainability and economic efficiency are fortunately aiming in the same direction in agriculture,\u201d says Fausch: \u201cOne saves costs, increases turnover and reduces the environmental impact at the same time.\u201d<\/p><div class=\"link-container\"><\/div><\/div><\/div><\/div>    <!--  block -->\n    <div class=\"half-content has-padding col-lg-6 col-12 rightBlock order-2 blue-600 white-color has-icon has-headline \"><div class=\"icon-container\"><span class=\"atr-icon\">o<\/span><h2 class=\" zw-cgb headline\">4. Business processes are like drummers \u2013 they are not in the foreground, but they determine the overall success<\/h2><\/div><div class=\"content-container\"><div class=\"inner-content parent-has-padding\"><p class=\" zw-cgb fulltext \">Celonis was founded in 2011 and supports companies from all industries in optimising their supply chains, customer or financial processes with the help of process mining. As Celonis Sales Director Matthias Drebes explains, processes in companies can be compared well with the drummers of well-known bands: they run in the background, but are very complex and have a great influence on the final result. Celonis links the crucial company data of its customers with each other in real time and thus makes it available to the employees. \u201cIn the second step, we use process intelligence to reconstruct processes, identify problem symptoms and prioritise them in terms of possible digitisation and automation.\u201d When it comes to improving processes, there is often resistance among employees, Drebes knows: \u201cIt is often difficult to convince employees of a necessary change. With numbers, data and facts, it\u2019s much easier to have a factual discussion and take the right steps.\u201d<\/p><div class=\"link-container\"><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-style  zitat-block black-color default-margin default-padding \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1  col-menu-5 col-12 \">\r\n                    <div class=\"img-with-gradient\">\r\n\r\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" class=\"responsive-img\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/fau-to.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/fau-to.jpg 242w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/fau-to-150x150.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:242\/242 !important\" title=\"atreus_\">            <div class=\"linear-gradient-container\"><\/div>\r\n          <\/div>\r\n\r\n\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>Tobias Fausch, CIO BayWa<\/span><\/div><\/div>                  <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 col-menu-7 col-12 \">\r\n          <div class=\"zitat-text\"><span class=\"zitat-start-icon atreus-font\">D<\/span><p class=\"zw-cgb fulltext\">\u201eSustainability and profitability fortunately aim in the same direction in agriculture. One saves costs, increases sales and reduces the environmental impact at the same time.\u201c<\/p><\/div>                  <\/div>\r\n\r\n      <\/div>\r\n    <\/div>\r\n\n\n    <div  class=\"  zw-cgb  halb-halb-block boxed default-margin \">\n      <div class=\"row\">\n\n                  <div class=\"col-lg-6 col-12 image order-1 order-lg-2  px-0\">\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/07\/MicrosoftTeams-image-18-1024x626.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/07\/MicrosoftTeams-image-18-1024x626.jpg 1024w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/07\/MicrosoftTeams-image-18-768x469.jpg 768w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/07\/MicrosoftTeams-image-18-480x293.jpg 480w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/07\/MicrosoftTeams-image-18-1440x880.jpg 1440w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/07\/MicrosoftTeams-image-18-1920x1173.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:2560\/1565 !important\" title=\"atreus_\">          <\/div>\n          <div class=\"half-content has-padding col-lg-6 col-12 order-2 order-lg-1 blue-900 white-color small-headline\"><div class=\"inner-content parent-has-padding\"><h2 class=\" zw-cgb headline\">5. PROCESS MINING WITH AI: NOT ONLY FINDING PROBLEMS, BUT ALSO SOLVING THEM (AUTOMATICALLY)<\/h2><p class=\" zw-cgb fulltext \">\u201cBehind the start of a process mining project there are usually either strategic goals or major pain points as the starting point for the desire for change,\u201d says Drebes. From the strategic goals (e.g.: improving order management) \u2013 KPIs can be derived (e.g.: perfect order rate), which can be broken down to the level of the individual process to identify and solve process problems. IKEA\u2019s parent company INGKA, for example, uses Celonis to optimise its order management process. A country comparison revealed that the pick-up rate for store collection in the UK was significantly lower than elsewhere. Together with the process mining experts from Celonis, the company found the cause: In the UK, significantly more generous time windows were granted for pick-up, which in turn suggested a certain lack of commitment to the customers. As a result, many did not ultimately pick up their order. When INGKA shortened the time windows based on the analysis, the cancellation rate dropped by 43 per cent within a very short time.m 43 Prozent.<\/p><div class=\"link-container\"><\/div><\/div><\/div>              <\/div>\n\n    <\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-style  zitat-block black-color default-margin default-padding \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1  col-menu-5 col-12 \">\r\n                    <div class=\"img-with-gradient\">\r\n\r\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" class=\"responsive-img\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/dre-ma.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/dre-ma.jpg 242w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/dre-ma-150x150.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:242\/242 !important\" title=\"atreus_\">            <div class=\"linear-gradient-container\"><\/div>\r\n          <\/div>\r\n\r\n\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>Matthias Drebes, Sales Director Consumer, Celonis<\/span><\/div><\/div>                  <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 col-menu-7 col-12 \">\r\n          <div class=\"zitat-text\"><span class=\"zitat-start-icon atreus-font\">D<\/span><p class=\"zw-cgb fulltext\">\u201eIt is often difficult to convince employees of the need for change. With figures, data and facts, it is much easier to have a factual discussion and take the right steps.\u201c<\/p><\/div>                  <\/div>\r\n\r\n      <\/div>\r\n    <\/div>\r\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<div id=\"parent3081\"class=\"zw-cgb halb-halb-headline-text-block-135 default-margin \"><div class=\"row\">    <!--  block -->\n    <div class=\"half-content has-padding col-lg-6 col-12 leftBlock order-1  black-color has-icon has-headline \"><div class=\"icon-container\"><span class=\"atr-icon\">u<\/span><h2 class=\" zw-cgb headline\">6. Data quality is the mandatory prerequisite for the successful use of AI<\/h2><\/div><div class=\"content-container\"><div class=\"inner-content parent-has-padding\"><p class=\" zw-cgb fulltext \">Oliver Mie\u00dfner is CIO\/CTO at the beverage specialist chain Getr\u00e4nke Hoffmann Group, which has been active in the market for more than 55 years. Mie\u00dfner is driving the evolution of IT into a business driver there: \u201cI want to transform Getr\u00e4nke Hoffmann into a data-driven company.\u201d To this end, numerous projects are underway in the group of companies. Among other things, Mie\u00dfner has established a Smart Data Platform that draws its data not from the ERP system but from the tills. \u201cBecause that\u2019s where the truth lies \u2013 and in real time,\u201d he says. Mie\u00dfner and his team have also connected a master data system to the platform: \u201cI can\u2019t stress enough how important quality-assured master data is.\u201d As Celonis managing director Drebes says, process mining can be used to identify relatively quickly where issues with the master data lie. Celonis works with large consulting firms in the areas of compliance and audit, for example. BayWa CIO Fausch also says: \u201cData exchange is the key.\u201d<\/p><div class=\"link-container\"><\/div><\/div><\/div><\/div>    <!--  block -->\n    <div class=\"half-content has-padding col-lg-6 col-12 rightBlock order-2 blue-400 white-color has-icon has-headline \"><div class=\"icon-container\"><span class=\"atr-icon\">k<\/span><h2 class=\" zw-cgb headline\">7. AI must not be misunderstood as hype<\/h2><\/div><div class=\"content-container\"><div class=\"inner-content parent-has-padding\"><p class=\" zw-cgb fulltext \">\u201cChatGPT is of course a hype term,\u201d says BayWa CIO Fausch. \u201cWe all still have to learn how and where we can use AI sensibly and tailor it to our own use cases.\u201d Oliver Mie\u00dfner also warns against one-size-fits-all fantasies: \u201cCompanies should ask themselves: Is this really a use case for AI or is there a simpler variant?\u201d Because there is still a lot of uncertainty. Many Atreus customers are currently wondering how they should use AI so as not to miss the boat. \u201cSometimes it\u2019s not as complex as you think,\u201d says Atreus Director Franz Kubillum, \u201cit doesn\u2019t always have to be AI that completely replaces you.\u201d Michael Lichtinger also recommends that companies start quickly now and, if in doubt, try out AI in small teams or projects first.<\/p><div class=\"link-container\"><\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n\n\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-style  zitat-block black-color default-margin default-padding \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1  col-menu-5 col-12 \">\r\n                    <div class=\"img-with-gradient\">\r\n\r\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" class=\"responsive-img\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/mie-ol.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/mie-ol.jpg 242w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/mie-ol-150x150.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:242\/242 !important\" title=\"atreus_\">            <div class=\"linear-gradient-container\"><\/div>\r\n          <\/div>\r\n\r\n\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>Oliver Mie\u00dfner, CIO\/CTO Getr\u00e4nke Hoffmann Group<\/span><\/div><\/div>                  <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 col-menu-7 col-12 \">\r\n          <div class=\"zitat-text\"><span class=\"zitat-start-icon atreus-font\">D<\/span><p class=\"zw-cgb fulltext\">\u201eI\u00a0cannot stress enough how important quality-assured master data is.\u201c<\/p><\/div>                  <\/div>\r\n\r\n      <\/div>\r\n    <\/div>\r\n\n\n    <div  class=\"zw-cgb    infoblock default-margin black-color  \">\n      <div class=\" row\">\n        <div class=\"zw-cgb-content has-padding col-12\">\n          <div class=\"inner-content parent-has-padding\"><h2 class=\" zw-cgb headline\">Our Keynote Speaker<\/h2><div class=\"link-container\"><\/div><\/div>        <\/div>\n      <\/div>\n    <\/div>\n\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-block black-color default-margin  \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1 order-lg-2  col-menu-3 col-12 \">\r\n\r\n          <div class=\"bg-image\">\r\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" class=\"responsive-img\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/fau-to.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/fau-to.jpg 242w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/fau-to-150x150.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:242\/242 !important\" title=\"atreus_\">          <\/div>\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>Tobias Fausch<\/span><\/div><div class=\"zitat-discription-container fulltext\"><span>CIO, BayWa<\/span><\/div><\/div>\r\n        <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 order-lg-1 col-menu-9 col-12 \">\r\n          <p class=\" zw-cgb fulltext \"><strong>Tobias Fausch has been working for the BayWa AG since 2017, in the role of CIO since 2019 and also as Managing Director of FarmFacts GmbH since 2021. In addition to the classic CIO tasks, digitalization in agriculture with satellite data-based plant growth and water models is a focus.<\/strong><\/p><p class=\" zw-cgb fulltext \">Prior to that, he spent 18 years at BSH in various management positions in IT, controlling, organization and processes, and internal audit, including two years in Singapore for the Asia Pacific region. Mr. Fausch studied physics at Johannes Gutenberg University and graduated from Ludwig Maximilians University in 1991.<\/p>                  <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-block black-color default-margin  \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1  col-menu-3 col-12 \">\r\n\r\n          <div class=\"bg-image\">\r\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" class=\"responsive-img\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/dre-ma.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/dre-ma.jpg 242w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/dre-ma-150x150.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:242\/242 !important\" title=\"atreus_\">          <\/div>\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>Matthias Drebes<\/span><\/div><div class=\"zitat-discription-container fulltext\"><span>Sales Director Consumer, Celonis<\/span><\/div><\/div>\r\n        <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 col-menu-9 col-12 \">\r\n          <p class=\" zw-cgb fulltext \"><strong>With his team, he serves the fast-growing market for process mining and execution management for the largest retailers, logistics providers, transport and consumer goods manufacturers in Germany and Austria.<\/strong><\/p><p class=\" zw-cgb fulltext \">After graduating from high school, Matthias studied Retail Management at the Duale Hochschule Mannheim and worked in Purchasing\/Category Management at MediaMarktSaturn in Ingolstadt. Afterwards, he changed sides of the negotiating table from purchasing to sales and came to Celonis as one of the first hundred employees in Munich via stations at IBM in Dublin, and AppDynamics in London.<\/p>                  <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\n\n\r\n    <div  class=\"zw-cgb  extern-zitat-block black-color default-margin  \">\r\n      <div class=\"row zitat-row\">\r\n        <div class=\" image-container g-0 order-1 order-lg-2  col-menu-3 col-12 \">\r\n\r\n          <div class=\"bg-image\">\r\n            <span class=\"copyright-image\"><\/span><img decoding=\"async\" class=\"responsive-img\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/mie-ol.jpg\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/mie-ol.jpg 242w, https:\/\/www.atreus.de\/wp-content\/uploads\/2023\/06\/mie-ol-150x150.jpg 150w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:242\/242 !important\" title=\"atreus_\">          <\/div>\r\n\r\n          <div class=\"zitat-img-text-container\"><div class=\"zitat-name-container fulltext\"><span>Oliver Mie\u00dfner<\/span><\/div><div class=\"zitat-discription-container fulltext\"><span>CIO\/CTO and member if the management team, Getr\u00e4nke Hoffmann Group<\/span><\/div><\/div>\r\n        <\/div>\r\n        <div class=\"g-0 zitat-text-container order-2 order-lg-1 col-menu-9 col-12 \">\r\n          <p class=\" zw-cgb fulltext \"><strong>Oliver Mie\u00dfner is CIO\/CTO and a member of the management team at Germany\u2019s leading specialty beverage retailer, the Getr\u00e4nke Hoffmann Group. In this role, he is responsible for the comprehensive realignment of information technology.<\/strong><\/p><p class=\" zw-cgb fulltext \">Oliver Mie\u00dfner and his team focus on the digital and data-driven orientation of the Getr\u00e4nke Hoffmann Group as an integral part of its IT strategy. Over a period of 20 years, he has held various management positions and successfully supported well-known German companies in the development and implementation of future-oriented data strategies<\/p>                  <\/div>\r\n      <\/div>\r\n    <\/div>\r\n\n\n\n\n\n\n    <div  class=\"zw-cgb    infoblock default-margin black-color  \">\n      <div class=\" row\">\n        <div class=\"zw-cgb-content has-padding col-12\">\n          <div class=\"inner-content parent-has-padding\"><h2 class=\" zw-cgb headline\">Atreus host<\/h2><div class=\"link-container\"><\/div><\/div>        <\/div>\n      <\/div>\n    <\/div>\n\n\n<div id=\"fb-roundtable-it-du-bist-noch-auf-mute\"class=\"zw-cgb speaker-160 team-member black-colordefault-margin #fb-roundtable-it-du-bist-noch-auf-mute\"><div class=\"zw-cgb-content member-row row\">\r\n\r\n    <div class=\"col-menu-3 col-lg-4 col-md-6 col-12 single-team-member px-0 intern-view \">\r\n    <a href=\"https:\/\/www.atreus.de\/team\/franz-kubbillum\/\">\r\n\r\n    <div class=\" image-container g-0\">\r\n      <div class=\"img-with-gradient\">\r\n\r\n        <img decoding=\"async\" loading=\"lazy\" alt=\"atreus_\" src=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2026\/01\/kub-fr-v5.png\" srcset=\"https:\/\/www.atreus.de\/wp-content\/uploads\/2026\/01\/kub-fr-v5.png 555w, https:\/\/www.atreus.de\/wp-content\/uploads\/2026\/01\/kub-fr-v5-480x600.png 480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" style=\"aspect-ratio:555\/694 !important\" title=\"atreus_\">        <div class=\"linear-gradient-container\"><\/div>\r\n      <\/div>\r\n\r\n      <\/a>      <div class=\"team-member-content\"><div class=\"team-member-name fulltext\"><a href=\"https:\/\/www.atreus.de\/team\/franz-kubbillum\/\"><span>Franz Kubbillum<\/span><\/a><\/div><div class=\"team-member-description fulltext\"><a href=\"https:\/\/www.atreus.de\/team\/franz-kubbillum\/\"><span>Direktor und Leiter der Solution Group Global Technology &#038; Services<\/span><\/a><\/div><div class=\"team-member-phone\"><a href=\"tel:+49 89 452249-320\"><span>+49 89 452249-320<\/span><\/a><\/div><div class=\"team-member-icon-container\"><div class=\"team-member-email\"><a class=\"atreus-font\" href=\"mailto:Franz.Kubbillum@atreus.de\">h<\/a><\/div><div class=\"team-member-linkedin\"><a class=\"atreus-font\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/franz-kubbillum\/\" rel=\"noopener\">3<\/a><\/div><\/div><\/div>    <\/div>\r\n\r\n    <\/div>\r\n\r\n<\/div><\/div>\n\n\n\n\n\n","protected":false},"author":3,"featured_media":381131,"menu_order":0,"template":"","newsticker-publication":[573],"competences":[386,384],"industry-sectors":[378,369],"typ-event":[451],"kind-event":[],"class_list":["post-400445","event","type-event","status-publish","has-post-thumbnail","hentry","competences-digitization","competences-it-en","industry-sectors-consumer-goods","industry-sectors-trade","typ-event-a-lounge-en"],"_links":{"self":[{"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/event\/400445","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/event"}],"about":[{"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/types\/event"}],"author":[{"embeddable":true,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/users\/3"}],"version-history":[{"count":0,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/event\/400445\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/media\/381131"}],"wp:attachment":[{"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/media?parent=400445"}],"wp:term":[{"taxonomy":"newsticker-publication","embeddable":true,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/newsticker-publication?post=400445"},{"taxonomy":"competences","embeddable":true,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/competences?post=400445"},{"taxonomy":"industry-sectors","embeddable":true,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/industry-sectors?post=400445"},{"taxonomy":"typ-event","embeddable":true,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/typ-event?post=400445"},{"taxonomy":"kind-event","embeddable":true,"href":"https:\/\/www.atreus.de\/en\/wp-json\/wp\/v2\/kind-event?post=400445"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}