Outdoor Holding Company (NASDAQ: POWW, POWWP) appointed Erich Buerger as Director of AI Strategy & Implementation, the company announced. The newly created position will oversee artificial intelligence initiatives across the organization.

Buerger brings more than 20 years of experience in emerging technologies and previously served as Head of eCommerce Artificial Intelligence at Ecommerce LabWorks. In his new role, he will develop AI strategy, identify use cases across departments, establish governance frameworks, and oversee deployment of AI tools and platforms.

"Erich brings exactly the combination of strategic vision and hands-on implementation experience we need to scale our AI capabilities responsibly and profitably," said Steve Urvan, Chief Executive Officer of Outdoor Holding Company.

The appointment builds on the company's technology initiatives, including the recent launch of an AI-powered listing tool on its GunBroker marketplace. Outdoor Holding Company operates GunBroker.com, which the company describes as the largest online marketplace for firearms, hunting and related products.

Buerger said the company's marketplace position and data provide a foundation for developing AI solutions. He will focus on identifying opportunities to improve efficiency, automation and decision-making across the organization.

The company plans to continue evaluating AI-driven enhancements aimed at improving user experience and marketplace performance under Buerger's leadership.