AI in online retail: 8 opportunities for sports retail

Digitalization in retail has reached a new level with the use of artificial intelligence (AI) - and at an enormous pace. For sports retailers, this presents great opportunities, but also challenges, especially in online retail. Rico Adler from the e-commerce platform Scayle explains the opportunities and risks.

You can find out more about the networking of sport and tech at ISPO 2025. As the international flagship event of the global sports industry, ISPO offers a platform for in-depth discussions. In the Digitize & Retail Hub and the Brandnew Village, you will receive practical insights directly from industry experts about technical innovations that will strengthen your company. From 30. NOV. - 02. DEC. in Munich.

"AI is well on its way to becoming a real game changer for online retail,"

says Rico Adler, Director Solution Consulting at Scayle, a provider of store software whose commerce platform is used by major international online retailers such as About You, Harrods, Deichmann, Odlo, Manchester United and FC Bayern for their digital business. Adler specializes in innovative technologies to improve scalability, customer experience and process automation and advises numerous companies on the implementation of their AI strategy.

Here, he explains which options make sense for sports retailers and which pitfalls need to be considered. Because one thing is clear: the areas of application are diverse. From personalized recommendations and automated customer service to dynamic pricing. However, not every innovation automatically generates trust among customers - and not every solution is suitable for every business model. You should take a closer look at these eight AI applications:

Straight to the opportunities:

1. Personalized product recommendations
2. Automated customer service
3. Optimized supply chains and inventories
4. Dynamic price management:
5. Reverse manufacturing
6. Understanding customer feedback better
7. Targeting marketing campaigns precisely
8. Content creation

• Data protection and security risks
• Conclusion

Data protection and security risks: using AI consciously

One last important point remains: data protection. AI processes large amounts of customer data, because only then can it really make the most of its advantages. However, this increases the risk of violating data protection laws. Adler advises:

It is important to be aware of the tools used and the underlying foundation models. Sensitive data should not be carelessly transferred to AI systems whose data processing and model behavior are difficult to control.

He therefore recommends open source models whose hosting and access are completely in your own hands. And what about hacker attacks? The expert says:

Of course, hackers can also manipulate AI systems to gain access to sensitive data, but AI can also be used to detect and fend off cyber attacks at an early stage.

At ISPO 2025, you can find out how AI can be integrated into existing corporate strategies, what opportunities it opens up and what needs to be considered. As the international flagship event of the global sports industry, ISPO offers a platform for practice-oriented discussions with industry experts. Here you will gain valuable insights into technical innovations that will strengthen your company. Whether in the Digitize & Retail Hub or the Brandnew Village - this is where innovators, start-ups and established brands come together to drive forward pioneering ideas. Be there - from 30. NOV. - 02. DEC. in Munich.