Retail whitepaper: How AI makes recommendations in retail more efficient

Almost half of consumers now order online at least once a week. A recent survey commissioned by Lufthansa Industry Solutions (LHIND) of nearly 1,100 people in Germany shows that 81 percent use the product recommendations displayed in digital retail. However, only one in ten online customers is really enthusiastic about this feature so far. Respondents see the solution much more in the increased use of artificial intelligence (AI). In their new whitepaper, "Retail Digital: Inspiring Customers with AI Recommendations," the experts at LHIND explain how retailers can use AI-powered tools efficiently to capitalize on the trend toward hyper-personalization.

Norderstedt, February 17, 2026 – Online shopping is popular, but it is undergoing radical change. "Customers want more than just technology that works and a large selection of products," says Marius Browarczyk, Head of Retail at Lufthansa Industry Solutions. "The keyword is hyper-personalization." For many customers, it is important that retailers understand them precisely and provide them with individualized offers. The demand for personalized recommendation systems and automated processes is growing accordingly. "Such recommendation systems always work well where advice is needed and where companies have reliable information about customers and their needs," says retail expert Browarczyk.

Customers want more than just technology that works and a large selection of products

Marius Browarczyk
Head of Retail at Lufthansa Industry Solutions.

Product recommendations: Eight out of ten consumers are inspired

According to the survey, advice is particularly important when buying electronics online (36 percent), travel and tickets (24 percent), or medicines and health products (22 percent). In order to find the most suitable product, 81 percent of customers already use the product recommendations offered by many online retailers. According to their own estimates, 38 percent even click frequently or very frequently when the message "You may also like this" appears.

AI use: Customers expect time savings and tailor-made offers

Most of these systems are already based on artificial intelligence. Overall, two-thirds of respondents see advantages in the use of AI in online shopping. For example, 36 percent expect it to save them time and effort, and 27 percent assume that AI will provide them with more relevant offers. However, 93 percent of online customers want to decide for themselves which of their data is used. And for 89 percent, it is important to know when and for what purpose AI is used in online shopping.

"These figures show that consumers only accept AI if it delivers real added value and is transparent," emphasizes Tobias Kämpf, Product Owner AI in Retail at LHIND. The new whitepaper from LHIND shows how an AI-supported recommendation system helps retailers create this added value with personalized recommendations.