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PIK AG – Product data in B2B commerce enriched and harmonized with AI
How PIK AG, together with valantic, automated product data management, improved data quality, and massively increased efficiency in digital sales.
Initial Situation: Product Data as a Growth Barrier
PIK AG is one of the leading providers of media and event technology and operates a comprehensive B2B online shop based on Adobe Commerce. At the core of its digital business model are hundreds of products with complex technical attributes.
However, as with many B2B retailers, much of the relevant product information existed in an unstructured form — for example, in PDF data sheets, images, or manufacturer documentation. The manual extraction, maintenance, and enrichment of this data within the shop was time-consuming, error-prone, and hardly scalable.
New assortments could only be published with considerable effort, leaving valuable potential for SEO, cross-selling, and data-driven services untapped. Over time, the product data increasingly became a growth bottleneck in digital sales.
Objective: Rethinking Data – with AI and a “Data First” Approach
Together with valantic, PIK AG decided to embark on a strategic reboot. The focus was on a “data-first” mindset, where data is no longer seen merely as a means to an end but as a central source of value. The goal was to use Artificial Intelligence to automatically extract, structure, and enrich product data in order to significantly increase quality, efficiency, and scalability.
Key objectives at a glance:
- Higher data quality: Clean, structured product information as the foundation for commerce, marketing, and personalization.
- Automation: Massive reduction of manual processes through AI-powered data recognition and suggestion logic.
- Scalability: Fast integration of new products and assortments without additional effort.
- Transparency & control: AI supports the process, but humans remain in the decision loop.
Implementation: From Prototype to Productive AI Workflow
At the start, PIK AG and valantic jointly analyzed the existing data landscape and defined attribute models, data sources, and target structures. Based on this, a concept was developed for AI-supported data enrichment that could be seamlessly integrated into Magento.
Within just a few working days, a functional prototype was created, combining the following capabilities:
- Upload and processing of documents (PDFs, images, data sheets)
- AI-based extraction of relevant product attributes
- Classification and automated suggestions for data enrichment
- Manual review and approval of AI results in the backend
- Automatic transfer of validated data to the shop system
The solution was designed as a modular, SaaS-based data hub — flexible, extensible, and future-proof.
The solution was directly connected to PIK AG’s existing Adobe Commerce instance. Interfaces to other systems (e.g., PIM or ERP) ensured consistent data usage across all touchpoints.
A structured review process ensures that AI-generated data is validated before publication. After a successful pilot phase, the rollout was extended to the entire product catalog.
Result: Product data becomes a competitive Advantage
The outcome of the collaboration marks a milestone in PIK AG’s data strategy:
- Massive efficiency gains: Processes that previously took hours or days are now completed in minutes.
- Improved data quality: Consistent, complete, and up-to-date product data enhances discoverability, comparability, and user experience.
- Faster time-to-market: New products can be integrated and marketed much faster.
- Greater trust: The AI acts as an assistant — transparent and supportive — while the PIK team retains full control.
- New potential: The optimized data foundation enables personalized content, automated marketing processes, and data-driven business models.
Kevin Weiß
Head of E-Commerce, PIK AG
”AI supports us enormously – it thinks along with us, but remains transparent and controllable at all times. This way, we combine efficiency with security.“
Outlook: Next steps concerning the data strategy
The successful implementation forms the foundation for future extensions:
- Connection of additional unstructured data sources
- Automated conflict detection and validation logic
- Integration of additional AI agents for autonomous data maintenance
- Use of enriched data for personalized commerce experiences and automated marketing
PIK AG and valantic are continuing their joint journey — with the goal of not only managing product data more efficiently but turning it into a strategic competitive advantage in e-commerce.
Technologies & Project Facts
Platform: Adobe Commerce (Magento)
Technologies: AI-based attribute recognition, classification, SaaS-based data hub
Project scope: Analysis, concept, prototyping, integration, rollout
Timeline: From concept to prototype in just a few weeks, followed by scaling
valantic services: Consulting, architecture, AI integration, workflow design, quality assurance
Contact us now!
Would you like to learn how to use AI to transform your product data and elevate your e-commerce platform to the next level?
Get in touch with our experts — we’ll be happy to advise you personally.
Hartwig Göttlicher
Head of Business Development
valantic