Direct Selling in the Digital Age: A Study of Business Model Innovation through AI and Data Architecture

The emergence of digital technologies has significantly altered the landscape of direct selling businesses. This paper examines how business model innovation in direct selling is shaped by advancements in artificial intelligence (AI) and data architecture. The study explores the integration of AI-driven tools and data analytics in direct selling strategies, providing new ways for companies to engage consumers, optimize supply chains, and enhance customer experiences. By investigating contemporary practices and theoretical frameworks, this research uncovers the transformative potential of AI and data-driven strategies in reshaping the direct selling business model. The paper also outlines key trends, challenges, and opportunities for firms leveraging these technologies. The findings contribute to the broader understanding of how digital transformation in direct selling can enhance business performance and competitiveness in the modern economy