"Smart Manual": AI chatbot helps with MediaMarkt and Saturn own brands

MediaMarktSaturn launches the AI chatbot "Smart Manual", which provides round-the-clock help with questions about own-brand products –, initially in Germany.

The Imtron chatbot from Media Markt and Saturn is designed to facilitate access to product information.

(Image: MediaMarktSaturn Retail Group GmbH)

Aug 27, 2025 at 2:45 pm CEST

2 min. read

By

Marie-Claire Koch

MediaMarktSaturn is expanding its customer service with the "Smart Manual", an AI-supported chatbot that answers specific questions about almost 1.300 products from its own brands "PEAQ", "KOENIC" and "ok" from the household, TV, audio and other appliance sectors and soon also those from the "ISY" brand. The database includes both the current range and products from the last two to three years. "The database is being continuously expanded so that the chatbot is always up to date," MediaMarkt and Saturn say.

Screenshot with IMTRON product details for the PEAQ PDR370BT-B Internet Radio with DAB+. On the left are product details with a picture of the radio, technical features and a download link for the operating instructions. On the right, the "Smart Manual" describes in detail how Internet radio, DAB+ and FM work. — After a conversation with the chatbot, the Smart Manual, on the right-hand side, it provides product details and ensures that the operating instructions for the "PEAQ PDR370BT-B Internet Radio with DAB+" are made available via the IMTRON website. On the right-hand side, the chatbot explains how to use Internet radio, DAB+ and FM.

(Image: MediamarktSaturn)

"The rollout will initially take place in Germany on the website of the four own brands (IMTRON chatbot) in order to collect targeted feedback for further development," say MediaMarkt and Saturn. The chatbot is intended to help with classic post-purchase questions, such as installation or error messages, as well as pre-purchase research or practical tips, such as on transportation.

Smart Manual is based on the Gemini model

The "Smart Manual" was developed with Accesa and is currently based on Gemini 2.5 Flash from Google, as a spokesperson told heise online. It was trained with information from operating instructions, technical data sheets, FAQs and knowledge databases from the customer hotline in order to provide detailed answers.

Videos by heise

An initial test shows that the bot is somewhat slow. While product sheets are transmitted quickly, there are still no links to the articles in the store. Future plans include integration into the MediaMarkt and Saturn online stores as well as the shopping apps, where the bot will be accessible via a chat bubble.