Use your iPhone camera as a shopping assistant: OTTO supports Apple's visual intelligence
• As one of the first shops in Germany, OTTO enables an individualized product search• A photo or screenshot is all it takes to find the right item. • Checkout as per usual via otto.de
From photo to checkout in seconds
Olaf Schlüter, Division Manager Product Management Shopping Platform at OTTO, explains: " We are delighted to make our range accessible via Apple's visual intelligence feature so consumers can explore more than 18 million items with one quick screenshot, taking them from a photo to checkout in seconds."
The principle is simple:
If, for example, you like the lead singer's shirt at a concert, simply activate visual intelligence using Camera Control or Action Button on iPhone to search directly within your camera, or snap a screenshot to start searching for similar products. An individual object can be easily highlighted with your finger and then visual intelligence displays matching items from across the web, as well as apps installed on the device. If you want the feature to show only results from OTTO, you can preset this with a single click on a tab above the search results. Once you've found the right product, checkout and processing are carried out as usual via OTTO.
Product searches are becoming increasingly personalised
For Olaf Schlüter, the feature is a clear response to changing shopping behaviour: "Product searches are becoming less linear and increasingly individualised. We are seeing this in AI commerce with AI assistants recommending the right washing machine for households, for example, based on specific requirements. And with Apple’s visual intelligence, consumers can find their desired product based on a literal snapshot of their specific situation. It couldn't be more personalised."
OTTO already receives more than 85 percent of its traffic via mobile devices, so tools to help customers find what they're looking for faster and more efficiently is in line with developing consumer habits. Supporting visual intelligence provides them with a quick and seamless experience.
Apple's visual intelligence is available on iPhone 16, iPhone 16 Plus, iPhone 16 Pro, iPhone 16 Pro Max, iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max and iPhone Air by simply pressing the same buttons used to take a screenshot, users will then have the choice to save or share their screenshot, or explore more with visual intelligence. On iPhone 16e, iPhone 15 Pro, and iPhone 15 Pro Max, you can access visual intelligence by customising the Action button or Lock Screen, or opening Control Centre.
