This talk was presented at the AI The Docs 2025 online conference. We are thrilled to share the recording and the summary with you.
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Summary
Does any AI investment truly ensure additional value for customers or internal stakeholders? Does AI automatically overrule the backlog prioritization game?
In his talk, Olaf Stelter (Data Product Manager at Mercedes-Benz AG) explores how Mercedes-Benz Data is transforming its portals and data products in an AI-driven world, emphasizing strategic value over technology adoption. Some of the biggest challenges: understanding complex products, navigating regulations, simplifying registration, and explaining the new data business.
Key insights:
- Strategic prioritization: AI projects must prove measurable value for customers or stakeholders as they are not automatically top priorities.
- Business audience needs: AI is directed toward challenges such as understanding niche products, navigating complex regulations (GDPR, EU Data Act, AI Data Act), managing intricate registration/checkout processes, and explaining the data business beyond traditional car sales.
- Implemented and planned AI: GenAI-based video “explainers” help business users navigate the portal, understand products, and find contacts, with future plans for chatbot/speech extensions. Developers receive onboarding video support.
- Measuring success: Through customer feedback and analytics (watch duration, completion, drop-offs).
- Data product distinction: Unlike internal APIs, external data products require context, compliance, monetization, support, and financial operations to reach product level.
Current solutions include GenAI-based video explainers (with chatbot/speech planned), while developers benefit mainly from onboarding support. Success is measured through customer feedback and analytics, and Mercedes-Benz distinguishes between simple APIs and true data products that require full product-level context, compliance, and monetization.
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