Beyond Checkout: Dr. Sarah Müller on Customer Trust
What happens when people direct health-related questions to AI tools first, rather than asking brands? Dr. Sarah Müller from InnoNature explains why customer trust is key to determining which brands remain relevant.
When brand trust becomes more important than visibility
Today, people looking for answers to questions about health, dietary supplements, or products are increasingly turning to ChatGPT, Claude, or Gemini instead of visiting brand websites directly. This presents companies with a new challenge: How can they remain relevant when they’re no longer the first point of contact?
In our interview series “Beyond Checkout: Leading Minds in Commerce,” we talk to decision-makers about the future of digital retail. In this edition, Dr. Sarah Müller explains why long-term success will depend less on the technology used and more on consumer trust and unwaveringly customer-centric brand management.
As CEO of InnoNature, Dr. Sarah Müller is leading the Hamburg-based women’s health company into its next phase of growth. Before taking up her current role, she served as Managing Director at climate-tech firm zolar. Prior to that, she spent more than six years as Managing Director of kununu, where she turned the platform into the leading employer review portal in the DACH region and was instrumental in bringing issues such as salary transparency and modern corporate culture to the forefront. Today, she combines a commitment to sustainable growth with a clear focus on women’s health and creating social value.
When did it become clear to you that AI could no longer be regarded as just an add-on?
Healthcare is already one of the most common fields of application for chatbots and AI agents. When people turn to ChatGPT or other systems first to get answers to their questions, it fundamentally changes our business. That’s why we’re constantly looking at how we can continue to build our relevance and further differentiate ourselves in the context of this new customer journey.
What decisions do you still deliberately choose to make without AI?
Decisions concerning our growth strategy for future success. The questions “Where to play?” and “How to win?” determine long-term brand positioning. AI can provide analysis and highlight options. However, making decisions about which path to take and what our brand should stand for remains a leadership responsibility. Today more than ever, the greatest driver of growth isn’t doing more, but rather setting the right priorities.
How much automation is too much for a great customer experience?
It’s not so much the level of automation that determines whether or not a customer experience feels personal. What matters is how well companies understand their customers. By segmenting customers effectively, using relevant data intelligently, and developing individual customer journeys, companies can use AI to create experiences that are much more personalized. At the same time, people often underestimate how much preparatory work is required. High-quality data, continuous optimization, and numerous iterations are still the cornerstones of a truly compelling customer experience.
If everyone has access to the same AI tools, how will brands differentiate themselves in the future?
Technology is increasingly becoming a basic requirement. The real difference comes from clear brand positioning, a deep understanding of your customers, and the ability to consistently tailor products to their needs.
Companies that focus solely on tools will lose their ability to stand out. Those that provide guidance and build consumer trust will remain relevant.
What role will a brand’s own online store play in the future?
At InnoNature, our own online store remains at the heart of our ecommerce strategy. It gives us the best opportunity to really understand our customers and build long-term relationships. Social commerce and marketplaces are important growth channels, but long-term customer loyalty develops in the places where we can manage the direct interaction ourselves.
Who will set the rules of the game in commerce going forward?
Direct access to customers is critical. At the same time, reach alone is no longer enough. To achieve long-term success, companies must build customer trust and convince people to keep returning to their brand. The current shifts in terms of AI search and purchasing processes in particular mean that strong brands will be less dependent on platforms and other gatekeepers.
Which is more dangerous right now – being too slow or too quick to use AI?
That’s easy: too slow. Companies that don’t put AI to good use today will find it virtually impossible to catch up with the advantages that are emerging in terms of efficiency and scalability. However, the focus shouldn’t be on automating as much as possible, but rather on targeting areas where customers experience real added value.
The takeaway: Customer trust is key to long-term growth
For Sarah Müller, sustainable growth begins with clear priorities: strong brand positioning, a deep understanding of your target audience, and direct interaction with the people who trust your brand. AI is useful for accelerating processes and supporting decision-making – but responsibility, direction, and maintaining long-term customer relationships are issues that companies must continue to handle themselves.
Businesses that put these foundations in place will remain relevant, even in a commerce landscape dominated by AI – regardless of the channel through which customers first come into contact with their brand.
Want to find out how leading companies are rethinking customer experience, brand management, and commerce? Then secure your ticket for DMEXCO 2026 today! And don’t miss the Commerce Summit, where the future of digital retail takes shape!
