No longer a novelty, AI has become the non-negotiable “cheat code” for working smarter, faster and leaner as technology rapidly iterates. While the original generative AI could identify patterns and create content, the evolution of agentic AI can now execute multi-step processes autonomously, learn from its own mistakes and act as a bridge to other applications.

Over the past 18 months, direct selling has endured one of the most turbulent periods in its modern history. Closures, pivots and private equity shakeups have fueled unease and speculation about decline. Yet the real story is far more nuanced: direct selling isn’t shrinking—it’s evolving.

Words stick in people’s minds. If you’re the company spokesperson, whether you’re talking to the media, your independent sales force or employees, whether you’re talking on social channels or in person, what you say and the words you use matter.

If you lead a direct selling company today, you’ve probably noticed a growing trend—one that might make you a little nervous—your top field leaders are building personal brands. They’re launching podcasts, growing social media followings, writing books and creating content that sometimes extends beyond your company’s products and mission.

What matters most…the number of jobs created or the number of opportunities created for people from all walks of life regardless of age, past experience or inexperience?

Germany continues to hold its position as the most robust direct selling market in Europe, with steady growth, legal clarity and a consumer base that remains highly receptive to the channel. For international companies seeking to expand within the EU, Germany offers a compelling mix of market scale, strategic location and infrastructure.