Moyn Islam on Human-Centric Leadership in Direct Selling’s AI Era 

Artificial intelligence has already moved from the sidelines into everyday business. With Goldman Sachs predicting that annual AI investment could soon pass $200 billion, it’s clear the technology is not a passing trend. For direct selling, the real question isn’t whether AI will matter, it’s how leaders can balance smart systems with the personal relationships that have always been the backbone of this industry. 

Moyn Islam, co-founder and CEO of BE (BE Club), believes the answer lies in what he calls “the human element.” Automation may make things faster, but he argues that strong companies, and successful distributors, are ultimately built on leadership that prioritises mentorship, empowerment, and accessibility. 

“Innovation is vital, but people drive lasting impact,”

Islam says.

“Direct selling is built on relationships, and leadership is about giving others the confidence to move forward.” 

Moyn Islam on Mentorship in a People-First Business 

AI creates excitement, but also anxiety. The World Economic Forum recently warned that millions of people will need reskilling as automation reshapes industries. That uncertainty can easily spill into direct selling, where confidence and personal connection are critical. For Islam, mentorship is the antidote. 

“No one builds a career in a straight line. There are always complications and effective guidance often determines who succeeds,”

he says, recalling how mentors helped him through his own challenges. That experience shaped his belief that leaders in direct sales can’t just hand down instructions. They need to guide people through the complex parts, too. 

At BE, Moyn Islam is known for being hands-on, offering clarity, encouragement, and perspective when teams face the ups and downs of entrepreneurship. Algorithms may optimise systems, he adds, but only leaders can help people steady themselves when change arrives. 

Turning Fear into Empowerment 

McKinsey reports that companies worldwide are already reskilling employees, and that wave of retraining will only grow as AI transforms work. To some, that looks like a warning sign. Islam reads it differently.

“Reskilling isn’t a setback, it’s an opportunity to grow individually and collectively,”

he explains.

“The antidote to fear is empowerment. If you give people the tools and confidence, they’ll use AI to expand what they can do, not shrink from it.” 

Staying Accessible as a Leader 

Accessibility is often the first thing to disappear when a company grows. Founders become harder to reach, tucked behind layers of assistants or automated responses. Islam takes the opposite path. 

He makes time to join live mentoring sessions, attend events and connect directly with the communities BE serves.

“Presence builds credibility,”

he says.

“When people see their leaders show up, they believe they matter.” 

For him, accessibility isn’t a side note, it’s a safeguard against the coldness that can creep in when technology takes over too much of human interaction. In an industry where community and trust determine success, showing up is part of the job description. 

Leadership Lessons for Direct Selling 

Islam’s philosophy offers a practical guide for leaders across direct selling: 

• Lead with authenticity. Share the whole story, not just the highlights. 
• Invest in mentorship. Guidance provides stability in times of change. 
• Empower people. Confidence and autonomy fuel resilience. 
• Stay accessible. Presence is proof that people matter. 

They may sound simple, but applied consistently, these habits transform how teams experience leadership. Islam believes that as AI accelerates, the leaders who thrive will be those who double down on human connection. 

Keeping Humanity at the Centre 

AI has made businesses more efficient, but efficiency alone doesn’t inspire loyalty. Islam’s approach is a reminder that the heart of direct selling lies in people: their ambitions, their fears, their stories. 

“As technology races ahead, the danger is leaders becoming mechanical themselves,”

he says.

“The real opportunity is to be more human, not less.”

For Moyn Islam, leadership in the AI age isn’t about competing with machines. It’s about strengthening what makes people irreplaceable. Mentorship, empowerment and accessibility aren’t just glossy slogans, they’re the human foundations that will keep direct selling strong, no matter how advanced technology becomes.