AI Success Depends on Data, Not Algorithms, Says ALZURA CEO at The Tire Cologne 2026
Michael Saitow, CEO and founder of ALZURA AG, showed at The Tire Cologne 2026 how artificial intelligence is already changing the tyre and automotive trade today. His key message: Success is not determined by algorithms, but by the quality, structure and availability of data. “Many people talk about AI models. However, the decisive factor is the data. Anyone who does not structure, harmonise and connect their data will not be able to exploit the potential of AI,” Saitow explained to the specialist audience.
AI applications along the entire process chain For him, AI is no longer a future topic, but a tool for everyday operations. In the tyre and automotive trade, it makes it possible to efficiently evaluate large volumes of data, automate processes and specifically relieve employees. AI-supported systems, for example, consolidate technical information and repair instructions from various sources and prepare them for individual cases in seconds. Workshop employees thus receive the relevant information for diagnosis and repair more quickly. New potential is also emerging in tyre advice. AI analyses test reports, technical data, empirical values and market information and derives individual recommendations from them – tailored to vehicle type, usage profile and customer requirements. This enables significantly more precise and needs-based advice. In customer communication, AI-based voicebots are already taking on initial tasks: they answer calls, coordinate appointments and provide information about order status. Along the entire customer journey – from product search and quotation preparation to the approval of additional work – processes can be automated and accelerated. This reduces administrative effort and creates more capacity for advice and customer contact.
AI also provides new decision-making bases in sales. Systems analyse market prices, regional demand, weather data and sales figures and provide well-founded recommendations for pricing. “AI does not replace entrepreneurial decisions. It helps to make better decisions based on significantly larger amounts of data,” said Saitow. He sees the fragmented system landscape of many companies as a central challenge. Isolated data pools, different software solutions and a lack of standards make the productive use of AI more difficult.
Platforms play a key role here by pooling and harmonising data from various sources and making it usable for applications. In addition to the opportunities, Saitow also emphasised the risks involved in handling sensitive company and customer data. Data protection, clear guidelines, trained employees and suitable technology partners are crucial for secure and successful use.
His conclusion: AI will become an integral part of the industry. However, the decisive competitive factor remains the data basis. Companies that consistently structure and connect their data will make processes more efficient, improve their service and be more competitive in the long term.