#58 Christian Kuhn on Building Systems for Change
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Innovation is one of the most overused buzzwords in retail. But what does it actually mean when it drives lasting change instead of flashy pilots?
In this episode of The Retail Reality Show, Christian Kuhn, Innovation & AI Leader, joined host Nino Bergfeld live in Stuttgart during LIGANOVA’s NEXT is NOW 30 Years Anniversary Celebrations. Together, they explored how systematic innovation in fashion retail can create real value and why every CEO must have “skin in the game.”
What does true innovation in retail look like?
Kuhn’s career spans from luxury cars to high fashion, and one principle has guided him throughout: innovation must be systematic and intentional. Too often, companies chase pilots or push technology for its own sake, from “smart salt dispensers” to AI-powered toothbrushes, without solving real consumer problems.
For Christian Kuhn, true innovation in retail means:
Starting with the consumer
Scaling with C-suite ownership
Measuring trust, loyalty, and community beyond conversion rates
This is what he calls building an innovation operating system: a structured approach that connects creativity, technology, and business.
How should retail leaders measure innovation?
Click-through rates and conversion rates are not enough. According to Kuhn, innovation KPIs in retail must include:
Brand heat and cultural relevance
Community engagement
Consumer trust and loyalty
The ability to kill weak ideas fast and scale strong ones
What are the three waves of AI in retail?
One of the most powerful parts of the conversation was Kuhn’s breakdown of AI’s role in retail. He describes three waves:
Efficiency and productivity: streamlining processes and supply chains
Better output: generating smarter consumer experiences and personalization at scale
Autonomy: AI agents driving decisions and purchases independently
Fashion, he argues, is uniquely positioned to lead in personalization in retail. The digital wardrobe concept, for example, could allow AI to understand what consumers own, wear, and need, recommending outfits for contexts like a wedding in Tuscany, while encouraging people to “buy better, not more.”
How can retail prepare for the future?
The conversation also touched on unified commerce platforms, the need to build segment-of-one personalization, and the rise of Generative Engine Optimization (GEO), making product data LLM-readable so AI agents can find your brand. For retail leaders, this means structuring product attributes, investing in consumer data, and ensuring their innovation strategy is embedded across the business.
The message is clear: every CEO must own innovation. It cannot be delegated. Retail leaders who think big, act small, and test fast will be the ones who turn innovation from a buzzword into a competitive advantage.
🎧 Listen to the full episode of The Retail Reality Show with Christian Kuhn and our host Nino Bergfeld on Spotify or Apple Podcasts.
Christian Kuhn is an Innovation & AI Leader with experience across global fashion and automotive. He focuses on systematic, human-centered innovation that drives real business impact
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Disclaimer: The guest appears in a personal capacity; opinions are his own.
