{"id":37830,"date":"2026-01-16T14:29:53","date_gmt":"2026-01-16T13:29:53","guid":{"rendered":"https:\/\/hs-nordhausen.greydsuite.de\/?post_type=zusatzmaterial&#038;p=37830"},"modified":"2026-01-19T12:59:14","modified_gmt":"2026-01-19T11:59:14","slug":"2-2-category-management-with-ki","status":"publish","type":"zusatzmaterial","link":"https:\/\/hs-nordhausen.greydsuite.de\/en\/zusatzmaterial\/2-2-category-management-mit-ki\/","title":{"rendered":"2-2: Category management with AI"},"content":{"rendered":"<p class=\"dyn wp-block-paragraph\">Marketing textbook, <span data-tag=\"taxonomy-zusatzmaterial_tag\" data-params=\"&quot;&quot;\" class=\"is-tag\">Keywords<\/span><\/p>\n\n\n\n<div class=\"wp-block-group dyn has-color-13-background-color has-background is-nowrap is-layout-flex wp-container-core-group-is-layout-840d84d6 wp-block-group-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--20);padding-right:var(--wp--preset--spacing--30);padding-bottom:var(--wp--preset--spacing--20);padding-left:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-outermost-icon-block\"><div class=\"icon-container\" style=\"width:48px;transform:rotate(0deg) scaleX(1) scaleY(1)\"><svg id=\"Ebene_1\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewbox=\"0 0 40 28\"><defs><style>\n      .cls-1{fill:#a78bc0;}\n    <\/style><\/defs><path class=\"cls-1\" d=\"M24,8H0v4h24v-4ZM24,0H0v4h24V0ZM32,16v-8h-4v8h-8v4h8v8h4v-8h8v-4h-8ZM0,20h16v-4H0v4Z\"><\/path><\/svg><\/div><\/div>\n\n\n\n<p class=\"dyn gs_VDTHaR wp-block-paragraph\"><br>Business requirements for market-oriented action \u2192 Marketing organisation \u2192 Organisational structure (section 2.3.1)<\/p>\n<\/div>\n\n\n<div  class=\"spacer_wrap dyn\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(2em * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(2em * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(2em * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:2em\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<p class=\"wp-block-paragraph\">Category management will not be replaced by AI in the future, but this key technology of digitalisation opens up new possibilities: Automated processes will take over time-consuming tasks and free up time for strategic considerations. According to a study by Kantar, manufacturers and retailers are planning to invest more in AI over the next few years in order to better understand customer data, recognise trends at an early stage and plan and implement strategies more quickly. The study shows that AI delivers high added value, particularly in terms of demand planning, competitive analysis and pricing strategy. In addition, relevant market developments can be identified more reliably, product ranges and promotions can be planned better and the customer journey with its numerous touchpoints can be analysed more precisely.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Data forms the necessary basis for every learning system. Based on a wide range of data, AI enables decision-makers to make better decisions and optimally utilise sales potential. In addition to data quantity, data quality also plays a decisive role: AI systems are based on pattern recognition and learning algorithms that are trained to recognise certain patterns in the available data and derive insights from them. If data is incomplete or incorrect, the AI works inaccurately or incorrectly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Specific examples of the use of AI in category management:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Simulation of the placement of products and the design of shelves to improve the presentation of goods<\/li>\n\n\n\n<li>Supporting customers in product selection and purchasing decisions<\/li>\n\n\n\n<li>Monitor and analyse stock levels in real time to avoid stock-outs and optimise stock levels in terms of capital commitment.<\/li>\n\n\n\n<li>Simulate the impact of events on demand to optimise decisions regarding stock replenishment.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">The following figure provides an overview of the possible applications of AI in various areas of category management.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;galleryId&quot;:&quot;6a596d49e79c6&quot;}\" data-wp-interactive=\"core\/gallery\" class=\"wp-block-gallery has-nested-images columns-2 wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\" style=\"padding-top:var(--wp--preset--spacing--50);padding-bottom:var(--wp--preset--spacing--50)\">\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6a596d49e81fa&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6a596d49e81fa\" class=\"wp-block-image size-full wp-lightbox-container\"><img decoding=\"async\" width=\"1160\" height=\"590\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" data-id=\"37831\" src=\"https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a.jpg\" alt=\"\" class=\"wp-image-37831\" title=\"\" srcset=\"https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a.jpg 1160w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a-300x153.jpg 300w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a-150x76.jpg 150w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a-768x391.jpg 768w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a-18x9.jpg 18w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a-64x33.jpg 64w, https:\/\/hs-nordhausen.greydsuite.de\/wp-content\/uploads\/sites\/8\/2026\/01\/Z_2-2a-24x12.jpg 24w\" sizes=\"(max-width: 1160px) 100vw, 1160px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewbox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><br>Use of AI in category management<\/figcaption><\/figure>\n<figcaption class=\"blocks-gallery-caption wp-element-caption\"><br>Source: Niebur, V.: AI application possibilities along the 8-step CM process;<br><a href=\"https:\/\/www.gs1-germany.de\/fileadmin\/gs1\/downloads\/GS1_WP_KI-im-CM_final.pdf\" rel=\"nofollow noopener\">https:\/\/www.gs1-germany.de\/fileadmin\/gs1\/downloads\/GS1_WP_KI-im-CM_final.pdf<\/a><br>S. 14<\/figcaption><\/figure>\n\n\n<div  class=\"spacer_wrap\" aria-hidden=\"true\"><div class=\"wp-block-spacer inner-sm\" style=\"height:calc(100px * 0.4)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-md\" style=\"height:calc(100px * 0.6)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-lg\" style=\"height:calc(100px * 0.8)\" aria-hidden=\"true\"><\/div><div class=\"wp-block-spacer inner-xl\" style=\"height:100px\" aria-hidden=\"true\"><\/div><\/div>\n\n\n<hr class=\"wp-block-separator has-text-color has-color-22-color has-alpha-channel-opacity has-color-22-background-color has-background is-style-wide\"\/>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Sources:<\/strong><\/h4>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Geppert, M\/ Linder, J: KI im Category Management: Chancen, Potenziale und Herausforderungen heute und morgen;<br><a href=\"https:\/\/www.gs1-germany.de\/fileadmin\/gs1\/downloads\/GS1_WP_KI-im-CM_final.pdf\" rel=\"nofollow noopener\">www.gs1-germany.de\/fileadmin\/gs1\/downloads\/GS1_WP_KI-im-CM_final.pdf<\/a><\/li>\n\n\n\n<li>Kantar: How Ki is revolutionising category management; <a href=\"https:\/\/kantar.at\/ki-im-category-management\/\" rel=\"nofollow noopener\">kantar.at\/ki-im-category-management\/<\/a><\/li>\n<\/ul>","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"template":"","meta":{"_piecal_is_recurring":false,"_piecal_recurring_interval":1,"_piecal_recurring_frequency":"","_piecal_recurring_exact_position":false,"_piecal_recurring_end":"","_piecal_color":"","_piecal_text_color":"","_piecal_global_color_master":false,"_piecal_rsets":"[]","_piecal_is_event":false,"_piecal_start_date":"","_piecal_end_date":"","_piecal_is_allday":false,"greyd_block_editor_preview":[],"pgc_sgb_lightbox_settings":""},"zusatzmaterial_category":[3282,3255],"zusatzmaterial_tag":[3281],"zielgruppen":[1874],"kontakt-zuordnung":[3203],"projekt":[1422],"institut-oder-einric":[683],"stg-zuordnung":[696],"zusatzbereiche":[1602],"fachbereich":[804],"wf_zusatzmaterial_folders":[3274],"ppma_author":[1400],"class_list":["post-37830","zusatzmaterial","type-zusatzmaterial","status-publish","hentry","zusatzmaterial_category-kapitel-2","zusatzmaterial_category-marketing-lehrbuch","zusatzmaterial_tag-kapitel-2","zielgruppen-studierende","kontakt-zuordnung-stglassl","projekt-n-a","institut-oder-einric-sensoriklabor","stg-zuordnung-n-a","zusatzbereiche-_n-a","fachbereich-n-a"],"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial\/37830","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial"}],"about":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/types\/zusatzmaterial"}],"author":[{"embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/users\/1"}],"wp:attachment":[{"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/media?parent=37830"}],"wp:term":[{"taxonomy":"zusatzmaterial_category","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_category?post=37830"},{"taxonomy":"zusatzmaterial_tag","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzmaterial_tag?post=37830"},{"taxonomy":"zielgruppen","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zielgruppen?post=37830"},{"taxonomy":"kontakt-zuordnung","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/kontakt-zuordnung?post=37830"},{"taxonomy":"projekt","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/projekt?post=37830"},{"taxonomy":"institut-oder-einric","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/institut-oder-einric?post=37830"},{"taxonomy":"stg-zuordnung","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/stg-zuordnung?post=37830"},{"taxonomy":"zusatzbereiche","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/zusatzbereiche?post=37830"},{"taxonomy":"fachbereich","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/fachbereich?post=37830"},{"taxonomy":"wf_zusatzmaterial_folders","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/wf_zusatzmaterial_folders?post=37830"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/hs-nordhausen.greydsuite.de\/en\/wp-json\/wp\/v2\/ppma_author?post=37830"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}