TechDivision GmbH
From a digital spare parts business to the OttoVerse AI platform: DEUTZ demonstrated how digital transformation is being implemented in the machinery and plant engineering sector today.
The machinery and plant engineering industry is undergoing a profound transformation. Digital transformation, data-driven business models, and rising customer expectations are bringing about lasting changes in industrial B2B sales. Efficient digital processes, innovative services, and AI-powered applications are increasingly becoming key factors for competitiveness and growth.
Against this backdrop, ProduktionNRW and TechDivision, together with DEUTZ AG, hosted an event on July 9, 2026, in Cologne focused on digital transformation and the potential of AI in the machinery and plant engineering sector. Participants took the opportunity to exchange ideas on current developments in B2B commerce, digital business models, and the practical application of artificial intelligence. Following the opening remarks, Andreas Schmidt, CEO of the Service Business Unit at DEUTZ, presented the company’s strategic direction in this area.
B2B Commerce of the Future
In his keynote address, Dr. Kai Hudetz, Managing Director of IFH Cologne, highlighted how customer requirements and sales structures in B2B business are changing. His key message: Digital sales channels continue to gain importance, while companies must consistently evolve their organization, processes, and capabilities to meet their customers’ rising expectations. At the same time, he made it clear that omnichannel strategies, digital services, and a robust data foundation are increasingly becoming the key prerequisites for successful digitalization and the effective use of artificial intelligence.
DEUTZ Partner Shop
The presentation of the new global DEUTZ Partner Shop offered practical insights into the digital transformation of the after-sales business. Christian Damm, Head of Service SCM, and Maximilian Alex, SAP Team Lead Sales & Service (both from DEUTZ), presented the project together with Christian Holtz from purplecat AG and Stefan Regniet from TechDivision GmbH, who are responsible for implementing the projects. They demonstrated how a solution that had evolved over two decades was successfully replaced by a modern and future-proof commerce platform.
The new Partner Shop enables largely automated and seamless order processing, provides real-time information on availability, prices, and delivery status, and simultaneously lays the technological foundation for the upcoming migration to SAP S/4HANA. It became clear that digital customer interfaces today are far more than mere ordering portals: They are a central component for efficient service processes, high customer satisfaction, and long-term competitiveness in the spare parts business. Particularly in an international context, they are gaining increasing strategic importance and are evolving into a key growth driver in the after-sales and service business.
AI Applications at DEUTZ AG
Another focus of the event was the practical application of artificial intelligence at DEUTZ. Prof. Dr. Christian Hürter, CIO, and Niklas Cox, Principal AI Architect (both from DEUTZ), presented the company’s proprietary AI platform “OttoVerse,” which has been consistently expanded since 2023. Using various use cases, they demonstrated how AI is already being used today in different areas of the company, such as quality control, process automation, knowledge management, and service.
It became clear that DEUTZ does not view AI as an isolated technology project, but rather as a strategic enabler of corporate and business transformation. The focus is not on individual tools, but on concrete operational value and the support of core business processes. The speakers identified a clear strategic direction, a robust data foundation, and the active involvement of employees as key success factors. Only when technology, organization, and people work together can the potential of AI be fully realized in the long term.
Panel Discussion: Digitalization and AI in Mechanical and Plant Engineering
To conclude the event, Prof. Dr. Christian Hürter (DEUTZ), Dr. Kai Hudetz (IFH Cologne), Prof. Dr. Nils Finger (Managing Director of Log Navigations and Professor at CBS International Business School), Hartmut König (CTO Central Europe, Adobe Germany), and Stefan Willkommer (CEO & Co-Founder of TechDivision GmbH) discussed the current state of digitalization and the role of artificial intelligence in mechanical and plant engineering.
The discussion focused on questions regarding the industry’s actual level of digitalization, the practical benefits of AI, and the prerequisites for successful implementation within companies. It became clear that while many companies have already made significant progress, levels of digital maturity continue to vary widely. There was consensus that artificial intelligence is not an end in itself: sustainable success can only be achieved where reliable data, efficient processes, and clear strategic objectives come together.
At the same time, the panel discussion showed that AI can already deliver tangible added value in numerous application areas today, such as demand forecasting, inventory optimization, and predictive maintenance concepts. At the same time, it was emphasized that many companies are still in the early stages of their AI transformation. The experts’ collective advice was therefore to start with concrete use cases and tangible business benefits, gain experience, and systematically build on that foundation to further develop their own AI capabilities. Rather than waiting for the perfect master plan, pragmatism, a willingness to learn, and bold first steps are often the decisive factors for success.
Historical Highlight
A symbolic finale rounded out the event: With a demonstration of the world’s first functional internal combustion engine from 1876, DEUTZ bridged the gap between industrial tradition and the digital future. The event impressively demonstrated that digitalization and artificial intelligence are no longer topics of the future, but are already key drivers of competitiveness, efficiency, and new business models in the mechanical and plant engineering sectors.
Organizer
The event was organized by ProduktionNRW. ProduktionNRW is the cluster for mechanical engineering and production technology in North Rhine-Westphalia and is managed by VDMA NRW. ProduktionNRW serves as a platform to connect, inform, and promote companies, institutions, and networks with one another and along the value chain. Significant portions of the services provided by ProduktionNRW are funded by the Ministry of Economic Affairs, Industry, Climate Protection, and Energy of the State of North Rhine-Westphalia.