How DTC startups are using AI to scale more efficiently

During a panel discussion at eTail Boston last week, several founders and executives shared how they are navigating evolving retail challenges, omnichannel partnerships and emerging AI tools to drive growth.

From reimagining their relationships with big-box and wholesale partners to using AI operationally and for marketing, brands like Viv for your V, Murphy Door, Vaila Shoes and Hivessence are recreating the DTC playbook for the current landscape.

Ahriana Edwards, founder and CEO of Vaila Shoes, which caters to larger-sized feet, said that perhaps the biggest challenge in scaling a DTC-first brand today is the constant need to adapt.

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