This research study investigates the challenges and strategies involved in integrating e-commerce and business model innovation within AI-driven enterprises, with a specific focus on the case of HIMS, a men's health and wellness e-commerce company. The aim of this study is to provide valuable insights and lessons learned from the perspective of a digital technology manager in the era of decision science and digital transformation.The research examines HIMS' unique business model, which harnesses the power of artificial intelligence and digital transformation to offer affordable and accessible solutions for men's health concerns, particularly hair loss. The company's success lies in its innovative approach, leveraging e-commerce platforms, telemedicine consultations, and advanced AI algorithms to deliver personalized products and services to its customers.This study utilizes a qualitative approach, incorporating a comprehensive analysis of HIMS' business model canvas and SWOT analysis to gain a deeper understanding of its strengths, weaknesses, opportunities, and threats in the context of AI-driven enterprises. Additionally, financial performance indicators and market comparisons are explored to provide context and benchmark HIMS' success within the industry. It also incorporates both qualitative and quantitative data for comprehensive analysis such as sentiment analysis of customer reviews collected from multiple e-commerce platforms through NLP utilizing Python's Natural Language Toolkit (NLTK) and TextBlob libraries, the sentiment polarity (positive, negative, or neutral) of thousands of customer reviews is determined and analyzed.The findings highlight the crucial role of AI technologies, such as machine learning and data analytics, in enabling HIMS to optimize its business model and enhance customer experiences. The research also emphasizes the importance of strategic partnerships, such as collaborations with licensed healthcare providers and pharmaceutical companies, in expanding HIMS' product offerings and reaching a broader customer base through digital platforms.Moreover, the study sheds light on HIMS' cost structure, with a focus on resource allocation for AI-driven initiatives, digital marketing and advertising, research and development, and talent acquisition. The lean business model adopted by HIMS allows for cost efficiency and supports the company's competitive pricing strategy.This research offers an expanded understanding of the confluence of e-commerce integration and business model innovation within AI-driven enterprises amid digital transformation. The findings furnish critical insights for digital technology managers and decision-makers in similar industries, underscoring the import of AI technologies, strategic alliances, and data-driven strategies in ensuring success in today's rapidly evolving digital marketplace, especially companies like HIMS.Overall, this study contributes to the understanding of e-commerce integration and business model innovation in the context of AI-driven enterprises undergoing digital transformation. The findings provide valuable insights for digital technology managers and decision-makers in similar industries, highlighting the significance of AI technologies, strategic partnerships, and data-driven optimization strategies for achieving success in the rapidly evolving digital landscape
