Direct sellers adopt artificial intelligence across departments to improve recruitment, training, compliance and retention
By: Stephanie Ramirez
Companies are taking customer data and feeding it through a machine-learning algorithm, turning patterns into predictions.You don’t have to understand statistics and probabilities, only how the technology will benefit the company.
—Michael Bayan, CEO, DirecTech Labs
Artificial intelligence (AI) and machine learning are not new concepts to many direct sellers. The pandemic, however, has led to a sharp rise in the adoption of digital and technological advancements. Novel AI applications are opening new pathways and potential for improvement for the channel.
The world is now flat. We now all compete on a level playing field: e-commerce. Hence, we will have to find a way to create a virtual product demo experience (which includes the Consultant) that is leaps and bounds better than what e-commerce pure-plays can offer without a Consultant. This hybrid will be based on some “push” e-commerce complemented by the personalized advice from the Consultant. If not, it will be hard for us to stay alive and compete when we carry a 40 percent to 45 percent cost of compensation plans, and they don´t. 
