Simon Gabriel Sturm
Title
M.A. HSG
Last Name
Sturm
First name
Simon Gabriel
Email
simongabriel.sturm@unisg.ch
7 results
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Item type:Publication, Towards Understanding the Use of Artificial Intelligence in Hybrid Retail Platforms: Insights from 66 Use Cases(2025)Research predicted the use of artificial intelligence (AI) in electronic commerce long before electronic commerce and AI became ubiquitous in everyday life. AI was envisioned to reduce the effort of participating in electronic commerce (i.e., transaction costs), so that buyers could benefit from the ever-expanding exchange opportunities in a digitalized world. The existing literature, however, has focused on developing performant AI technologies, and given their business function less attention. We therefore know much about the potential and little about the actual AI use in electronic commerce. This qualitative research-in-progress addresses this issue by delineating 66 AI use cases at Germany’s leading hybrid retail platform (OTTO) along relational, processual, and functional context dimensions. Preliminary results indicate that AI is used primarily to reduce search & information costs in consumer-oriented and policing & enforcement costs in business-oriented segments. Moreover, AI is used to manage dynamics between consumer- and business-oriented segments in hybrid retail platforms.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How Organizations Design Portfolio Management to Govern AI: A Taxonomy Approach(2025); Advances in artificial intelligence (AI) create game-changing opportunities and new risks for organizations. Increasing competition and emerging regulation pressure them to govern AI for strategic use. Portfolio management has been identified as a key mechanism. However, AI is different from technologies for which portfolio management has proven effective. How organizations design portfolio management to govern AI is not well understood. Therefore, we conceptualized key design decisions in AI portfolio management (AIPM) by developing a multi-layer taxonomy. We developed our taxonomy based on five exploratory case studies. We evaluated it through expert interviews and a practitioner intervention. Our taxonomy shows that many IT portfolio management characteristics also apply to AIPM. However, AI introduces complexities that require novel design decisions. Our taxonomy captures design knowledge that enables future causal / predictive theorizing on AIPM. Practitioners can use our taxonomy as a tool to establish and improve AIPM practices.Type:conference paper - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How to Identify Promising AI Use Cases Under Real Business Conditions: Learnings from OTTO(2025); ; - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Beyond control? Governing AI in organizations for responsible useType:ArticleJournal:European Management Journal - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Bridging Ethical Gaps: A Case for Virtue Ethics in AI Governance at OTTO(2025); ; Organizations have increasingly focused on governing artificial intelligence (AI) by mainly drawing on deontology and utilitarianism - two ethical frameworks that emphasize principled constraints (the former) or desirable outcomes (the latter). However, both theoretical analysis and practice at Germany’s leading e-commerce company, OTTO, demonstrate the limits of relying too narrowly on these approaches. We show that principles- and outcomes-based mechanisms, while useful, exhibit wellknown weaknesses when put into operation under the uncertainties posed by AI. Building on insights from virtue ethics, we argue that AI governance should give stronger attention to how organizations foster the moral character, practical wisdom, and professional virtues of decisionmakers. Drawing on evidence from OTTO’s AI governance initiatives, we illustrate how a more systematic application of virtue ethics helps overcome the shortcomings of deontological and consequentialist frameworks, thereby strengthening organizational AI governance in complex, fast-changing contexts.Type:conference keynote - Some of the metrics are blocked by yourconsent settings
Item type:Publication, How Ethical Theories Can Help Build Effective AI Governance in Organizations: Evidence From a Case Study at E-Commerce Company OTTO(2025); ; Governing artificial intelligence at the organizational level (AIG) is crucial to ensure that the technologies are used responsibly. The literature has largely focused on identifying suitable means to govern technologies that learn from data and are no longer deterministic. However, there remains considerable uncertainty about what ‘responsible’ use of AI means, and how governance will bring it about. This study addresses these conceptual issues by bringing ethical theories (consequentialism, deontology, and virtue ethics) into the AIG discourse. We first use these ethical theories to clarify the meaning(s) of responsibility and to develop action-theoretical mechanisms that relate governance to the organizational use of AI. Which we then apply in an in-depth case study at Germany’s leading e- commerce company, OTTO. We find that AIG encompasses three dimensions of responsibility (calculated, compliant, and competent use of AI) and that governance measures exhibit both the strengths and weaknesses of the ethical theories on which they are implicitly based. We conclude that governing AI for responsible use depends on situated judgment of individual decision makers but are currently under-theorized. Hence, we propose an alternative view that understands AIG as an ongoing, dialogical reflection between those who design AIG measures and those who enact them.Type:conference keynote - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Responsible Use of Artificial Intelligence as Continuous Proportionalization: Fashion Image Generation at OTTOThe inherent ambivalence of machine learning-based artificial intelligence (AI) technologies makes ensuring their responsible use a pressing concern. While the literature converges on the importance of governance at the organizational level, uncertainty remains about what responsible (use of) AI actually is. We conceptualize responsible AI as both a process and outcome of social evaluation. We propose a model (“continuous proportionalization”) that explains how organizations construct collective interpretations of responsible AI along the dimensions of legitimacy, suitability, necessity, and proportionality. We illustrate the model through a case study of AI-based fashion image generation at Germany’s largest e-commerce company, OTTO.Type:journal-articleJournal:Swiss Journal of BusinessVolume:80Issue:1