Data and artificial intelligence are key to the future of retail – but they only reach their full potential when considered strategically and holistically. Christoph Kastaun, Director of Digital & Customer at Tchibo, offers insights into the data- and AI-driven transformation of one of Germany's best-known retail companies. The focus is on key questions: How do you create the organizational prerequisites for using AI? How do you transform data into genuine customer understanding? And how do you strike a balance between centralized control and decentralized relevance? A look behind the scenes at a retailer that understands data and AI not as a tool, but as a mindset.