Reply at K5: How AI optimizes retail, from customer engagement to the supply chain

Reply will present a comprehensive AI approach for retail at the K5 Future Retail Conference 2026 on June 23 and 24, 2026, in Berlin. The core philosophy: Artificial intelligence delivers maximum value not as a standalone solution, but when applications along the entire value chain are seamlessly integrated, spanning from personalized customer engagement and data-driven decisions to intelligent logistics. Under the banner “Retail KI. End to End.“, Reply will demonstrate how this synergy works in practice at Booth 70 in Hall 2.

A prime example is the “Retail Mirror”, which digitally visualizes products directly on the customer’s body while preferences, purchase history, and product recommendations converge in real time in the background. The customer sees a curated selection that feels like a personal advisor, only faster, more scalable, and available around the clock. The exhibit illustrates just how closely the physical shopping experience and data-driven personalization can already be integrated today.

Beyond the point of sale, Reply demonstrates how AI accelerates marketing and commerce processes in the background. This includes end-to-end campaign processes, ranging from content creation and localization to AI-generated product images, as well as a topic that many retailers are just beginning to tackle: the question of how visible their own brand actually is in AI-powered search engines, and how this visibility can be strategically managed.

In the supply chain sector, the focus is on transparency, better control, and greater adaptability. Reply showcases AI-powered solutions for warehouse and logistics processes that enable more precise monitoring of inventory and goods flows. This is complemented by applications in robotics, warehouse execution, and automated returns processing.

The foundation for all these applications is an intelligent linking of data from customer service, marketing, operations, and the supply chain. Reply relies on advanced technologies like knowledge graphs, which correlate information from various sources to create a context-rich, holistic view. On this basis, AI better recognizes connections, derives more precise recommendations, and supports more informed decisions. 

Mathias Hermann, Partner at Reply, summarizes: “Most retail companies now have AI pilots in use. The real challenge now lies in turning isolated applications into a cohesive system while keeping the customer at the center. At K5, we’ll show what this next step can look like.“