AI-Driven Business Model Innovation in Fashion and Beauty E-Commerce: How Multi-agent Systems Reshape Intelligent Shopping Services

Abstract

Artificial intelligence is increasingly reshaping the business logic of internet platforms, driving a fundamental shift from software-based digital services toward more intelligent, outcome-oriented value delivery. This study investigates how AI, specifically multi-agent systems, enables business model innovation in the fashion and beauty e-commerce sector through the provision of intelligent shopping guidance services. Employing a comparative case study approach, the research examines two to three representative companies to analyze how AI influences key dimensions of business models, including value proposition, customer relationships, revenue streams, and key activities. Furthermore, it explores how AI reconfigures critical segments of the value chain, such as product discovery, content generation, personalized recommendation, virtual try-on, customer interaction, and service delivery. By situating the study within the context of fashion and beauty e-commerce, this research aims to elucidate how internet platforms transition beyond traditional digital service logic toward more intelligent, service-oriented, and results-driven commercial models. The findings are expected to contribute to academic discourse on AI-driven business model innovation and offer practical insights for industry practitioners and platform strategists.