In an exclusive interview with IFA International, Dr Karsten Wildberger, CEO of MediaMarktSaturn, talks about the growing importance of AI and offers a preview of this morning’s keynote speech

Dr Wildberger highlights that the added value AI brings for MediaMarktSaturn lies in its ability to deliver improvements that matter to customers and provide products in line with sustainability goals.

What can visitors expect from your keynote today? Is there a main message you are looking to communicate to the industry?
In a world producing innovations at such an incredible pace, we as retailers are taking on a completely different significance. Today I will discuss the future of retail and our role as connector, trusted partner and solutions provider for customers and the industry. And of course – as is tradition at IFA – we will also reveal some breaking news.

After 100 years, why do you think IFA continues to be so significant?
IFA’s enduring significance over the past 100 years is due to its ability to constantly evolve and embrace cutting-edge technologies, a value that resonates deeply with MediaMarktSaturn. As a retailer that focuses on providing innovation and customer-centric solutions, we recognise IFA as an important platform to showcase the latest technological advancements. As Europeans and Germans, we must prioritise embracing the vast opportunities that technology offers, rather than being fixated on potential risks.

What do you see as the role of retailers in the industry today and how will they help shape the future?
In today’s fast-changing world, retailers like MediaMarktSaturn play a key role in connecting brands, technology and consumers. We’re not just selling products – we’re trusted advisors. We address crucial questions such as which product best suits my needs, how technology functions, where to find sustainable solutions, and where to seek assistance if a product requires repair. We’ll use personalised recommendations, connect online and in-store shopping seamlessly, and use data to make your journey with us smooth and enjoyable. On top of that, we’ll be a responsible link in the supply chain, making sure things are sourced ethically and produced sustainably.

Imagine home appliances that intuitively adapt to your preferences, optimise energy usage intelligently, and autonomously manage tasks—this is the future AI is shaping.

Why is omnichannel so strategic for the consumer electronics and home appliances market? How is MediaMarktSaturn harnessing the power of this technique?
Omnichannel is strategic for the consumer electronics and home appliances market because it aligns perfectly with customer expectations for seamless, flexible shopping experiences. Consumers want to research products online, check inventory on their app, and then pop in to a store for a closer look or to seek expert advice. 

At MediaMarktSaturn, we’re harnessing the power of omnichannel to fulfil these desires. We offer the best of both worlds. Our goal is to foster lasting relationships, not merely facilitate transactions.

What are some of consumers’ priorities today and how is MediaMarktSaturn adapting its offer to meet these expectations?
Our customers value convenience, choice, and personalised experiences, and they increasingly factor in sustainability when making purchasing decisions. At MediaMarktSaturn, we’re not just adapting to preferences for seamless shopping; we’re also committed to integrating sustainability into our business model. 

What role do you believe AI will play in the future of consumer electronics and home appliances?
I view artificial intelligence as a game-changer for consumer electronics and home appliances. It’s all about revolutionising our daily interactions with technology, making gadgets more responsive, more effective, and better attuned to what we want and need.

Imagine home appliances that intuitively adapt to your preferences, optimise energy usage intelligently, and autonomously manage tasks—this is the future AI is shaping. It has the potential to make life not only easier but also more efficient and effective. In the world of consumer electronics, AI can elevate our experiences, offering immersive entertainment and devices that perfectly align with your interests.

Committing to AI isn’t just about staying ahead of tech trends for us. It’s about delivering improvements that matter to our customers and are in line with our commitment to sustainable and functional products. AI also empowers us as a retailer to enhance efficiency, delivering superior expert advice and smarter, more personalised service to our customers. 

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Keynote
From Walkman to AI – How MediaMarktSaturn is shaping the retail of the future
Today
10:15 a.m.
Innovation Stage, City Cube

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MediaMarktSaturn Day at IFA

Today
Dream Stage, IFA Next, Hub 27

11:00a.m.
Visitors can join MediaMarktSaturn for a full day at the Dream Stage. 
This event, moderated by Verena Gründel, will cover various aspects of MediaMarktSaturn’s business and its future strategies. Attendees will learn about innovations, partnerships, and brand evolution.
All sessions will be held in German. 

11:05a.m.
Welcome by the MediaMarktSaturn Management
Sascha Mager, CEO of MediaMarktSaturn Deutschland, will kick off the event with a welcome address, setting the stage for the day’s discussions on retail innovation and brand growth.

11:15a.m.
Panel Discussion: Next Level of Experience Partnerships – New Opportunities and Requirements for a Future-Oriented Interaction Between Partners and Retailers
A panel of MediaMarktSaturn executives and key suppliers, moderated by Verena Gründel, will explore how future-oriented partnerships can enhance retailer and partner interactions. The discussion will focus on innovative approaches and strategies needed to meet evolving customer expectations and market demands.

12:05p.m.
Let’s Go MediaMarktSaturn – The Evolution of a Brand
Michael Schuld, CCMO of MediaMarktSaturn, will present the journey and transformation of the brand, highlighting key strategies and milestones that have shaped its growth and market presence.

12:25p.m.
MediaMarktSaturn Retail Media: The Recipe for Success in Omnichannel Retail
Torsten Ahlers, Managing Director Retail Media MediaMarktSaturn, will discuss the success strategies of MediaMarktSaturn’s retail media in the omnichannel landscape, emphasising the integration of digital and physical retail experiences to drive sales and customer engagement.

12:45p.m.
MediaMarktSaturn Marketplace: Core Driver for Further Brand Growth & Success
Christian Kollesch, Managing Director Marketplace MediaMarktSaturn, will elaborate on how MediaMarktSaturn’s marketplace platform serves as a key driver for brand growth, detailing strategies for expansion and competitive positioning in the market.

2:05p.m.
Using GenAI for the New MediaMarktSaturn Sound Branding
Ralf Schmitt, Head of Brand Marketing & Strategy International MediaMarktSaturn, and the audio agency German Wahnsinn will reveal how generative AI is being utilised to create innovative sound branding for MediaMarktSaturn, enhancing auditory brand identity and customer connection.

2:30p.m.
Keynote
MediaMarktSaturn Keynote: Re-Thinking E-Commerce. AI, Fun & Social – How We Can Rethink Online Commerce with Ideas from Digital China.
Björn Ognibeni, Practical Visionary, CoFounder ChinaBriefs.io & XRLab@MCM, will deliver a keynote on the future of e-commerce, drawing inspiration from digital advancements in China and exploring the integration of AI, social engagement, and entertainment in online retail.

3:15p.m.
MediaMarktSaturn: Xperion presents the podcast “Zwei wie Pech & Schwafel” (Two like Tar & Blabber) with Hollywood Voice Actor Dietmar Wunder: Future Technologies & AI in Movies & Series
Featuring Hollywood voice actor Dietmar Wunder, this podcast session hosted by BeHaind and Robert Hofmann will delve into future technologies and the role of AI in movies and series, offering insights into entertainment and technology convergence.