Otto Gets Products Online Faster and at Lower Cost with AI

How did you approach the project, and how long did it take before the results were convincing?

We approached the project pragmatically and agilely, working with Otto as a pilot customer. Instead of relying on a single AI model, we combined several technologies depending on the use case, with a clear focus on product accuracy, image quality, and efficiency. Building on that foundation, we developed interconnected prompts, based on internal innovation management tests and feedback from the pilot phase. In parallel, we integrated automated verification to ensure that quality and ethical standards are safeguarded systematically, not just at the very end of the process. From the start of development to launch and productive use, the project took about a year. The results became truly convincing when the images were not only generated quickly but were also so visually high‑quality that they appeared almost indistinguishable from real photography. We continuously integrate the latest AI tools, allowing us to fully leverage AI’s potential for ongoing enhancements and optimization.

What concrete impact has the project had on content production at Otto?

The project represents a genuine transformation in Otto’s content production. Traditional model photography is being replaced by AI‑generated model images that can be created within minutes based on a single photo of the original product. This significantly accelerates the journey from product to online shop, reduces production costs for model images by up to 60 percent, and at the same time substantially increases the volume of new content. Most importantly, the solution lays the foundation for automating content at scale and efficiently producing even high volumes. For Otto, this means greater scalability, higher speed, and more variety – while maintaining consistently high visual quality and full brand compliance.