Boris Ewenstein

Boris Ewenstein is associated with the online shop Otto, a German Versandhandel (mail-order company) aiming to compete with major online retailers like Amazon, AliExpress, and Temu. He previously worked as "VJ Boris" for MTV in the 1990s. He is newsworthy because Otto is currently implementing strategies, including the use of artificial intelligence (AI) agents, to enhance its platform and achieve ambitious growth targets by 2028 while also reducing costs. These strategies include integrating more international suppliers and expanding into new markets. Ewenstein's past experience in live television, where improvisation was key, is highlighted in the context of Otto's current challenges in the competitive online retail landscape. Otto's efforts to leverage AI are seen as crucial for its survival and success against competitors with significant market share and disruptive potential.