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Microsoft Public Sector Germany

Otto Group

Customer Service Automation · Enterprise Knowledge Search · Security and Compliance

Efficient knowledge management is crucial for the success of any company—no matter whether the goal is to develop new products or provide the information necessary to ensure good customer service.

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At present, 26,000 users have access to ogGPT and the next goal is to add a further 10,000.
But now, this global retail company and service provider is putting AI into overdrive: ogGPT (Otto Group GPT)—an in-house solution based on Azure OpenAI Service—currently has 26,000 employee users, who are exploring where the tool can accelerate and simplify day-to-day operations and internal processes.
Instead of users first having to rack their brains to find the right keyword and then comb through the document, they can now effectively talk to the document and ask it questions.
Over the more than 70 years since then, Otto Group has evolved into a retailer and service provider that employs over 41,000 people worldwide.

Reported impact

Business outcome

“People all over the company are working on use cases and the solution’s potential is huge.” By providing workshops and materials for employees to learn on their own, the company is training new and experienced users, and showing them tips and tricks that make using the tool simple and in compliance with all relevant regulations.

  • Compliance
  • Customer Experience
  • Productivity Improvement
  • Risk Reduction

Solution

Efficient knowledge management is crucial for the success of any company—no matter whether the goal is to develop new products or provide the information necessary to ensure good customer service. But now, this global retail company and service provider is putting AI into overdrive: ogGPT (Otto Group GPT)—an in-house solution based on Azure OpenAI Service—currently has 26,000 employee users, who are exploring where the tool can accelerate and simplify day-to-day operations and internal processes. The solution is based on Azure OpenAI Service , which also provides the large language model (LLM). “People all over the company are working on use cases and the solution’s potential is huge.” By providing workshops and materials for employees to learn on their own, the company is training new and experienced users, and showing them tips and tricks that make using the tool simple and in compliance with all relevant regulations.

Solution architecture

4 components · 3 layers
  1. Compute
    • Azure OpenAI Service Runs the generative AI experience that answers questions, summarizes content, or drafts outputs for users.
    • Azure Provides the secure, scalable cloud foundation for the solution.
  2. Serving
    • Azure AI Search Indexes enterprise content and retrieves relevant passages to ground search and assistant responses.
  3. Governance
    • Microsoft Entra ID Manages secure identity and access for employees using the solution.

Architecture clues

  • But now, this global retail company and service provider is putting AI into overdrive: ogGPT (Otto Group GPT)—an in-house solution based on Azure OpenAI Service—currently has 26,000 employee users, who are exploring where the tool can accelerate and simplify day-to-day operations and internal processes.
  • The company is active in the fields of retail, finance, logistics, and e-commerce—and on a scale that makes efficient knowledge management a Herculean task.
  • The solution is based on Azure OpenAI Service , which also provides the large language model (LLM).
  • The solution: ogGPT provides quick answers while meeting all legal and data protection requirements As ogGPT is built on Azure OpenAI Service, users can upload documents and knowledge databases.
  • What we had to do was to make it work for us in terms of the legal framework governing data protection and information security,” says Florian Leuerer, Expert Machine Learning & AI at Otto Group IT.
  • “The challenge was bringing together all the different players involved: the legal and cloud compliance departments as well as the works council,” adds Anja Körber, Head of Artificial Intelligence & Automation at Otto Group IT.
  • “When an employee asks ogGPT a question, the tool relays this query to Microsoft’s OpenAI Service and the AI can mine these knowledge databases as needed to provide an answer,” Leuerer explains.
  • “With Microsoft’s help, we resolved all the issues relating to this topic and built a secure and compliant solution.” This completed one of the most complicated steps in the implementation of ogGPT.

Evidence from the source

But now, this global retail company and service provider is putting AI into overdrive: ogGPT (Otto Group GPT)—an in-house solution based on Azure OpenAI Service—currently has 26,000 employee users, who are exploring where the tool can accelerate and simplify day-to-day operations and internal processes.
Efficient knowledge management is crucial for the success of any company—no matter whether the goal is to develop new products or provide the information necessary to ensure good customer service.
The solution is based on Azure OpenAI Service , which also provides the large language model (LLM).
“People all over the company are working on use cases and the solution’s potential is huge.” By providing workshops and materials for employees to learn on their own, the company is training new and experienced users, and showing them tips and tricks that make using the tool simple and in compliance with all relevant regulations.
Transparency Evidence & methodology 76/100 reference value · 87% confidence · 1 source

Review how this reference was scored and trace each normalized claim back to its documented source.

01

Scoring methodology

How scores are calculated

Customer Reference Value measures usefulness as a customer reference. Evidence Confidence measures the quality and traceability of available evidence, not independent verification.

Customer reference value76/100
  • Problem clarity20/20
    Measures whether the customer's operational problem is specific enough to compare.
  • Implementation depth15/25
    Rewards named components, data flow, integrations, and architecture detail.
  • Outcome specificity16/20
    Measures whether the reported benefit is concrete rather than a generic claim.
  • Quantified impact15/25
    1 metric describe measurable impact.
  • Deployment scale10/10
    Rewards evidence of a live or scaled deployment and meaningful integration scope.
Evidence confidence87%
  • Source authority20/25
    The main evidence is an official vendor-published customer story.
  • Claim traceability21/25
    10 of 12 key fields link to a named source.
  • Direct evidence20/20
    4 direct source quotes retained.
  • Date provenance10/10
    The publication date comes from the source page or publisher.
  • Source transparency8/10
    1 source reference document publisher, URL, authority, retrieval, and supported fields.
  • Implementation specificity8/10
    Rewards source-backed components, data flow, quantified impact, and a specific outcome.
02

Traceability

Sources & provenance

Field coverage shows which facts each source supports. Dates are shown only when documented by the source.

  1. Microsoft

    Otto Group customer story

    First-party
    https://www.microsoft.com/en/customers/story/1741186295807491714-ottogroup-azure-openai-service-retailers-en-germany
    Source type
    Vendor-published customer story
    Published
    Mar 22, 2024
    Supports
    • Customer
    • Business problem
    • Solution
    • Products
    • Solution components
    • Data flow
    • Integrations
    • technical area
    • use case category
    • Business outcome
    • outcome category
    • Metrics
    • Architecture
    • evidence quotes
    • Publication date

Date evidence

  • Published on source page Mar 22, 2024 · Microsoft · First-party
    Open date source
Not separately sourced Industry, Region, Company size. Treat these normalized attributes as lower-confidence until a dedicated source is added.

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