Digitalization

Digitalization lays the foundations for the markets of tomorrow. It is therefore a key driver for the Melitta Group with regard to customer focus, sustainability, and competitive strength. Rather than focusing on individual technologies, however, the Group takes a topic-oriented approach which focuses on the tangible contribution of these technologies to its business objectives. Digital solutions are specifically developed and implemented wherever they create a measurable added value for customers, employees, and business processes.

In the fiscal year 2025, the main focus was on the topic of artificial intelligence. For the Melitta Group, artificial intelligence is not merely a technological development, but rather a catalyst for digital transformation across all areas of the Group. The aim is to systematically deploy technology as a tool for solving specific business challenges, thereby creating added value across all divisions. The most significant initiatives in this field included:

• Establishment of an AI Hub aimed at creating a cross-functional organizational structure that enables the responsible and practical use of AI in daily work routines
• Further expansion of the “Melina” AI platform, which is now used by more than one-third of employees to support their daily work
• Implementation of dedicated AI-powered applications in Customer Service and for translation tasks, which are already delivering tangible benefits to the operating divisions

In order to respond even more effectively to the needs of consumers worldwide, further developments were made to the digital communication and sales activities pooled under “Consumer Excellence”. A key milestone in these efforts was the rollout of a global Content Management System. The new system enables content to be delivered more consistently, efficiently, and scalably on an international basis, thus further enhancing the digital customer experience.

In addition to these Group-wide focus areas, the operating divisions continue to drive their own numerous digitalization projects. The primary focus is on the ongoing digitalization of production and administrative processes, the expansion of digital sales and marketing activities, the refinement of e-commerce offerings, and the strengthening of cybersecurity. The guiding principle once again is to develop and deploy digital solutions specifically in those areas where they generate the greatest added value for the respective business.