Outdoor Holding Company (OHC), the owner of GunBroker.com, has appointed Erich Buerger to the newly created role of director of AI strategy and Implementation. Buerger is expected to lead the development, coordination and execution of AI initiatives across the company.
“The appointment reflects OHC’s commitment to deploying artificial intelligence in disciplined, high-value ways that enhance marketplace functionality, operational efficiency and long-term shareholder value,” the company said in a media release.
The company said Buerger will be responsible for “developing and executing the company’s AI strategy in alignment with corporate objectives, identifying high-value AI use cases across departments, establishing AI governance frameworks and responsible-use policies, and overseeing the evaluation, selection and deployment of AI tools, platforms, and vendors throughout the organization.”
Buerger reportedly brings over 20 years of experience translating emerging technologies into measurable business outcomes, with a track record of identifying high-impact AI opportunities, leading cross-functional implementation and integrating solutions into core business workflows.
“OHC sits at the intersection of a category-leading marketplace and nearly three decades of proprietary data, which is a rare foundation for building AI that delivers real, measurable impact,” said Buerger. “I’m excited to partner with the leadership team to identify the highest-value opportunities and turn them into solutions that improve efficiency, automation, and decision-making across the organization.”
He joins OHC from Ecommerce LabWorks, where he served as head of e-commerce artificial intelligence, leading AI strategy and the deployment of systems built on large language models, natural language processing and agentic workflows.
“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, CEO, Outdoor Holding Company. “We view disciplined AI deployment as a long-term value creation strategy for shareholders. Establishing dedicated leadership for our AI strategy is a natural next step in that commitment, and we are confident Erich will help us unlock meaningful operating leverage across the business.”
The company said this appointment “builds on OHC’s broader technology roadmap, including the recent launch of its proprietary AI-powered listing tool on the GunBroker marketplace.”
Under Buerger’s leadership, OHC stated it “will continue to evaluate and implement responsible AI-driven enhancements aimed at improving user experience, optimizing marketplace performance and unlocking additional operating leverage across its platform.”
