Nur nach Daten.

Ne, also nach Daten eigentlich, also im ersten Schritt nur nach Daten eingekauft, ne.

Ähm, ich glaube dann, du hast im TV-Bereich dann, äh, anders war, das, das war, ähm, dass wir, ähm, dass wir, äh, deutlich anders eingekauft haben oder als, als andere, weil wir's auch deutlich besser messen konnten, ne.

Also typischerweise hatten ja, äh, also ist auch wirklich manchmal hilfreich, dass man Sachen einfach nicht weiß, ne.

Also ich wusste zum Beispiel damals nicht, wie jetzt meinetwegen wie Mediahäuser eigentlich TV einkaufen, ne.

Also, äh, dass sie halt, ne, also das, oder also Advertiser, ähm, äh, TV einkaufen.

Also dass sie nach Gross Rating Points und, und, und, und, ne, also wie oft ist 'ne Message in irgend'ner Zielgruppe gelandet.

Krass.

What are the most important ways that AI is changing the way you run your business now?

I mean, it's, it has, it has a few components about how we actually interact with, um, with consumers, yeah.

For example, recently launched, like, a discovery feed, yeah, so which is actually a great way of how can, actually consumers can interact, um, with, uh, with fashion beyond actually the only buying, but as well in terms of their discovery and their inspiration, entertainment.

So we're, we're actually surface from, like, a huge pool of content, um, those items of content that actually consumers might be the most interested in, yeah, which gives them a great gateway towards finding or getting inspired or as well having fun with, uh, with, with fashion lifestyles.

So that's a interesting new project that we have, uh, launched on the, on our own mission to inspiration, entertainment with, with consumers.

A second kind of bigger, uh, initiative of ours is an assistant that we have built which, um, actually enables consumers to interact with us in natural language, yeah? So we can actually ask us a much more occasion-based, uh, question, so I don't know, like, um, showing up here in Norway and, uh, what shall I actually wear today in Norway, which is something that e-commerce previously couldn't really answer, so but now, uh, with all these advanced and large language models and as well, and our own advancements, we are able to cope with these questions and answer these questions in a good way.

So that, that's-

Um, how has your leadership style changed?

Just how do you, how do you assess Zalando's role in, in the environmental impact?

The fashion industry has an impact o-on environment, and, and it actually has to, has to do better.

I see as well Zalando's role in that, um, is, is kind of important because we interact with, uh, more than 60 million consumers and with, uh, 7,000 brands.

It actually has a, has a big impact, and, and we should use actually our role as well very wisely to, to drive, uh, impact for good.

I think there's one urban myth that I j- I just want to clarify is, um, e-commerce has the view that actually is ceteris paribus, actually not better than bricks and mortar, or like worse than bricks and mortar, which I th- which actually is not true.

Because in bricks and mortar, you actually have like, you have all these, you know, all these stores, yeah, that they have, uh, like in inner cities, um, they have to have lightning, they have like, you know, heating.

Uh, they have these inner logistics, uh, towards, towards to providing merchandise in these, in these stores.

Now, what are the, what are the most important part of the Zalando culture that you-- that are non-negotiable for you, that you really work hard to retain?