Beyond Checkout: Dr. Kai Hudetz on the AI Customer Journey

AI in the customer journey: Who will remain visible in the future? 

In our interview series “Beyond Checkout: Leading Minds in Commerce,” we give individuals who are shaping and interpreting the fastest-moving developments in today’s commerce industry an opportunity to share their insights. Dr. Kai Hudetz, Managing Director of IFH KÖLN, discusses the future of the customer journey, the growing importance of customer access, and why trust remains the critical competitive advantage in an AI-driven retail landscape.

Dr. Kai Hudetz has been Managing Director of Cologne-based market research and consultancy firm IFH KÖLN since 2009 and is one of Germany’s foremost ecommerce experts. Ever since founding ECC KÖLN (E-Commerce Center Köln) in 1999, he has been supporting retailers and manufacturers with the digital transformation of their business models. His analyses combine market data with a clear understanding of customer needs and retail trends.

What’s the most overrated development in commerce in 2026 – and what’s greatly underestimated?

In general, I believe that agentic commerce is overrated, at least as far as its short-term relevance is concerned. In many areas, I think it will be a long time before we, as customers, completely relinquish control over our purchases.

Meanwhile, assisted commerce is underestimated in terms of how quickly it’s being rolled out. AI assistance in the purchasing process isn’t something that’s going to happen sometime in the future – it’s already a reality and is increasingly becoming the norm. The customer journey is changing rapidly, and the question of visibility has taken on new urgency for many businesses. Generative engine optimization (GEO) isn’t just a buzzword; it represents the fundamental challenge of acquiring new customers online in the age of AI.

In what areas has AI truly brought about structural change in the ecommerce business, and where has it been more of a well-intentioned experiment?

Of course, AI often involves experimentation – and trying new things is both necessary and important. But there are also countless success stories, from predictive models through to logistics, that demonstrate how quality can be improved, speed increased, and costs reduced.

In my opinion, the biggest change is being driven by customers. When it comes to planning their next purchase, more and more people are no longer using Google but asking ChatGPT, Gemini, and similar AI tools instead. Many companies have only just learned to optimize SEO and SEA to their advantage, and now GEO is presenting them with even tougher challenges. Visibility in AI-powered searches for products and solutions is becoming a key concern.

What decisions do you still deliberately choose to make without AI?

When I plan my day in the morning, AI assists me by providing a structured overview of my tasks. But I make a point of writing them down the old-fashioned way on a notepad so I can internalize them and then prioritize them in the order I think is appropriate. I wouldn’t let AI make any important decisions for me, but I do use AI-generated data to inform virtually every truly relevant decision I make.

In 2026, what strategic challenge related to AI in commerce keeps you awake at night?

If everyone is now using the same AI tools, how can we differentiate ourselves? How do we leverage our data assets in a way that offers our customers real added value – and how do we highlight this added value generated from reliable data in a world where we’ve come to expect AI to consistently deliver high-quality answers? And how does the human factor come into play? I believe that, even in an AI-driven world, it is still human beings that really make the difference – including in commerce.

How much can the customer experience be automated before it feels impersonal?

That’s a fascinating question, and one that’s being investigated by many leading businesses right now. I don’t think there’s a one-size-fits-all solution. So far, what we’ve noticed most when it comes to marketing automation is that it feels impersonal because it’s not personalized and has been poorly customized.

If I notice right away that a personal interaction is just a facade and, in reality, a standard program is running, that’s a negative AI customer experience. But of course, an interaction that’s too perfect can also feel strange, especially if it raises questions about the data on which it was based. That’s when consumers lose trust – and trust is commerce’s most valuable currency.

What role do online stores play in commerce strategy today – particularly in the context of marketplaces, platforms, and social commerce?

Today, a brand’s own online store is just one of multiple touchpoints with its target audience. In most cases, it’s not enough on its own to succeed in ecommerce. As a business, I need to be where my customers are – and in B2C, that’s mostly on platforms, which account for nearly 60 percent of all online sales, with Amazon Marketplace taking the lead.

And social media platforms are increasingly becoming the driving force behind commerce – particularly Instagram and TikTok. But the only interface I can fully control is my own online store, so it still has a place in my commerce strategy even if I generate more revenue through third-party platforms.

Who will set the rules of the game in commerce in the future: platforms, brands or whichever retailers have the best access to customers?

Short answer: Whoever has access to customers. On the one hand, it will be the major platforms – Amazon, of course, but also new players from the Far East, such as Temu and TikTok. On the other hand, it will be the strong brands – whether manufacturers like Apple and adidas, retailers like Breuninger and REWE, or vertically integrated companies like IKEA and Decathlon. Customer access and trust are the keys to success in the commerce landscape of the future.

The takeaway: Businesses must adapt to AI customer journey impacts

For Dr. Kai Hudetz, the biggest changes aren’t found in the technology itself, but rather in human purchasing behavior. With the increasing integration of AI into the customer journey, companies need to take a fresh look at their visibility, customer access, and customer experience.

With “Scaling Intelligence” as this year’s motto, DMEXCO 2026 will focus on precisely these issues. Leading figures from the fields of commerce, marketing, and technology will discuss how companies can make effective use of AI in the customer journey and translate this into sustainable competitive advantages. At the two-day Commerce Summit powered by BVDW, DMEXCO will serve as the central forum for future-oriented commerce strategies, in which artificial intelligence, the platform economy, and scalable technologies redefine digital commerce.

Would you like to experience and help shape the key developments in artificial intelligence, commerce, and digital business models live and in person? Then secure your ticket for DMEXCO 2026 today!