Beyond Checkout: Erik Reintjes on the Future of AI in Ecommerce

Commerce in transition: AI hype vs. true differentiation

With its motto “Scaling Intelligence,” DMEXCO 2026 is marking a pivotal moment – artificial intelligence is moving out of the experimental phase to become a driver of real operational value. What matters now is no longer whether companies are using AI, but how comprehensively they integrate the technology into processes, business models and decision-making, and what measurable contribution it makes to business success.

This is precisely where DMEXCO’s new interview series comes in. In “Beyond Checkout: Commerce’s Leading Minds,” top industry figures will share their perspectives on the key issues in the world of commerce – from technology to differentiation to sustainable growth.

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

Agentic commerce is currently grossly overrated. Even in the future, people will want to retain control over their purchases – compare options, discover new products and make informed decisions – they won’t want to hand over the whole process. Similarly, the value of generic AI features without clear, concrete benefits is currently overstated. What will make the difference is a clearly defined use case that actually enhances the shopping experience.

The power of communities and genuine customer recommendations continues to be underestimated. Enthusiastic customers who advise, inform and inspire one another generate more trust and have a greater impact than even the most polished marketing campaign. This potential remains largely untapped in the retail sector. We’ve witnessed the effect firsthand: Over 22,000 authentic before-and-after photos shared by our community have become a key differentiator for us – because they build credibility, serve as a guide and significantly influence purchasing decisions.

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

AI’s greatest impact can be seen in IT and programming: Development cycles are accelerating, resources are being utilized more efficiently and scaling has become significantly easier.

A second key area for leveraging AI is in data structuring. AI makes large, previously unstructured datasets usable on a systematic level for the first time. The creation of advertising materials, creative assets and visuals is also becoming an increasingly relevant application thanks to much faster, more cost-efficient content production.

AI has yet to really prove itself in customer support applications, particularly in fully automated customer service – both in written communication and, even more so, in voice-based interactions. While simple, standardized inquiries can be handled well, the systems quickly reach their limits when dealing with more complex issues. Especially in contexts requiring detailed advice or involving complex matters, customer confidence remains limited. In practice, AI has so far been more of a supporting tool here than a reliable replacement.

If you were to redesign your digital business model today, what would be conceived as AI-native from the outset?

I would design all areas of the business that are highly data-driven, measurable and predictable to be AI-native from day one – especially logistics, inventory, warehouse management and procurement structures. These are the areas where AI can really play to its strengths: Demand forecasting, inventory optimization and automated dispatch can be handled with much greater precision and efficiency using AI.

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

At company level, I intentionally make all decisions related to the brand and branding without AI. In particular, that includes identity, tone of voice and emotional positioning – in other words, everything that makes a brand truly memorable and distinctive.

On a personal level, I deliberately avoid using AI for any decisions where “heart” comes into play. That applies to all decisions where intuition, experience and emotion are key factors.

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

That depends very much on the product and the use case. In many situations, customers appreciate quick, direct answers – especially for simple inquiries or outside of business hours. In these cases, automated customer service can deliver real added value.

It’s a different story for products that require extensive guidance or when inquiries are complex: AI quickly reaches its limits in these scenarios and is no substitute for a person-to-person conversation. In my view, balance is the key – ecommerce automation should only be used where it improves quality, speed and convenience.

If everyone has access to the same tools, how will commerce businesses differentiate themselves in the future?

Differentiation is achieved through branding, community and people. Trust, authenticity and a direct relationship with customers are key. Proprietary data is a major lever in this regard. Authentic content – from your own brand’s community, for example – cannot simply be copied, and it has the potential to offer real competitive advantages. At the same time, generic ecommerce will increasingly lose relevance. Products that lack differentiation and retailers that don’t have full control over their products and their own value creation will struggle. But it’s different in the case of products where consultations and explanations are needed. This is where service plays a more important role: Those companies that offer genuine advice, guidance and added value will remain relevant – regardless of the tools they use.

Are online shops still the center of digital commerce in 2026, or just one touchpoint among many?

In 2026, online shops are no longer the center of digital commerce, just one touchpoint among many. The customer journey has become highly fragmented. In our case, it often begins with inspiration – provided by community content, social media or our app, for example. That’s followed by the validation stage, during which customers seek reassurance from reviews, the community, Q&A formats or customer service. The actual purchase then takes place in the online shop or even in a physical store. The online shop remains relevant – but it’s no longer the primary focus.

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

All three – and these are the exact groups that will shape the market. Platforms will dominate due to their reach and economies of scale, particularly in the mass market. Brands will compete on the basis of identity, trust and differentiation. And retailers with direct customer access will secure a decisive advantage by virtue of proximity, data and relationships. In my view, only these three categories will be truly successful in the long term – so they will dictate the rules of the game in the commerce sector.

Which is currently more dangerous in ecommerce: being too slow to adopt AI – or too quick?

Both carry risks. Acting too fast is dangerous if AI is regarded as a solution to all problems. Customers don’t buy products just because a retailer uses AI – on the contrary: If misused, AI can damage trust and do more harm than good.

At the same time, however, being too slow is even riskier, especially when it comes to adapting internal processes. AI offers enormous potential to alleviate established cost structures and increase efficiency. Companies that act too late on this front will quickly lose their ability to compete because overall costs in the market have risen sharply.

Conclusion: AI in retail isn’t the whole solution

AI is transforming the world of commerce, but it doesn’t automatically translate into a competitive advantage. What matters is understanding where AI creates real added value and where it’s just an end in itself.

Long-term differentiation isn’t achieved through technology alone; instead, it’s based on an interplay between brand, community, proprietary data and genuine customer engagement. Combining these factors with AI to achieve specific objectives is the key to remaining relevant in an increasingly standardized market.

Want to explore these issues further and develop concrete strategies that you can put into practice? Then DMEXCO 2026 is just the platform for you. This is where decision-makers and thought leaders come together to actively shape the next chapter of the future of AI in ecommerce.