Network marketing professionals in their 40s, 50s, and 60s are increasingly adopting artificial intelligence tools to manage and grow their businesses, challenging assumptions that only younger, tech-native founders can scale with AI. Dubai-based C1 Network, which operates across 95 countries, reports that its midlife entrepreneurs are embracing AI chatbots, analytics, and automation platforms at an unprecedented pace.
The shift comes as traditional relationship-driven practices in network marketing—relying on in-person meetings and phone outreach—are supplemented with AI-powered customer relationship management systems and automated messaging. “Our average member isn’t a 25-year-old tech enthusiast,” said Martin Bylsma, CEO of C1 Network. “She’s a 48-year-old woman who built her business through relationships and hard work. Now she’s learning to use AI chatbots and analytics tools she never imagined needing.”
The UAE has invested heavily in AI through its National AI Strategy 2031, focusing largely on universities, incubators, and startups. However, older professionals entering digital transformation remain underrepresented in public discussion. C1 Network aims to address that gap with AI tools specifically designed for non-digital-native users, featuring simplified interfaces, voice-first interactions, and multi-language support. The company also provides training programs to ensure effective adoption.
The implications extend beyond network marketing. Industry observers say the trend underscores the importance of designing technology for diverse skill levels and generational cohorts. “Necessity is a powerful motivator,” Bylsma noted. “When learning new technology is directly tied to business survival, people adapt faster than expected.”
C1 Network’s approach highlights the business case for accessible AI solutions. By enabling older entrepreneurs to integrate technology without overwhelming complexity, the company supports revenue growth, operational efficiency, and competitive advantage for its members. The organization is also partnering with UAE universities to provide workshops and industry education, offering students insight into AI applications in traditional sectors.
The trend challenges assumptions that age limits technology adoption. Experienced professionals, including mothers, career changers, and midlife entrepreneurs, are showing that AI can be integrated effectively when tools and training are designed with their needs in mind. For Bylsma, the lesson is clear: “Age doesn’t have to be a barrier to technological adaptation. But it does require intentional effort to meet people where they are, rather than expecting them to figure it out on their own.”
As AI transforms industries globally, these examples suggest that thoughtful design and targeted support can broaden adoption, ensuring that older entrepreneurs remain competitive in a digital-first economy.
