We’ve all heard the thrill surrounding agentic AI brokers. What’s lacking for many people is how they will help our enterprise. What’s an AI agent? Can it actually carry out duties and get issues completed?
I requested these questions and extra to Anthony DelPizzo. He’s with Triple Whale, the Shopify-backed ecommerce analytics platform that has launched its personal AI agent referred to as Moby. It responds to ChatGPT-like prompts, suggests advertising channels, and even composes emails.
The whole audio of our dialog is embedded under. The transcript is condensed and edited for readability.
Eric Bandholz: Who’re you, and what do you do?
Anthony DelPizzo: I lead product advertising at Triple Whale and have been right here for about 9 months. Earlier than that, I spent almost 4 years at Klaviyo.
Triple Whale is an analytics platform for ecommerce manufacturers. We merge fragmented knowledge throughout advertising and gross sales right into a single system and dashboard to assist retailers make strategic choices. Up to now, we’ve processed over $65 billion in gross merchandise quantity.
We launched Moby, an agentic AI agent, a few month in the past after a protracted testing part. Moby is a set of AI instruments that work together instantly with retailers’ knowledge. Consider it as ChatGPT targeted on the platforms you already work with. Retailers can ask Moby each easy and sophisticated questions and get solutions tailor-made to their very own knowledge.
Moby Brokers take it a step additional. They’re akin to autonomous teammates that may analyze info, generate insights, and even take actions throughout advert platforms, advertising channels, operations, and extra. The outcome could possibly be a lot larger conversions or decrease overhead.
Moby is constructed on Triple Whale’s huge knowledge warehouse. It attracts on these benchmarks and works natively with metrics reminiscent of CAC and ROAS. Through the use of the info, Moby can join cleanly with giant language fashions reminiscent of Anthropic and OpenAI for every kind of question.
Moby is embedded inside the Triple Whale platform. It doesn’t simply analyze; it might probably additionally carry out duties reminiscent of activating advertisements or drafting emails.
Bandholz: Do you share buyer knowledge with these LLMs?
DelPizzo: We now have privateness agreements with all LLM companions. Knowledge stays inside Triple Whale’s personal atmosphere. We’re not sending complete datasets to Anthropic, OpenAI, or every other firm. As an alternative, Moby gives context to the LLMs primarily based on the immediate, permitting our clients to make use of the LLMs securely.
For instance, a immediate could possibly be, “How ought to I put together for BFCM to develop income 30%?” Moby’s Deep Dive function breaks requests like this into a number of steps, with every performing as an agent analyzing a special facet of the enterprise. The result’s a structured plan retailers can use to organize for Black Friday and Cyber Monday.
Retailers use Moby for normal prompts and evaluation, not simply seasonal planning. We offer a prompting information to assist begin with efficient questions after which refine the queries by means of follow-ups.
Bandholz: Say I immediate Moby to research my gross sales, margins, and advertisements, for steerage. What then?
DelPizzo: Moby would hook up with your knowledge as a Triple Whale consumer — product margins, SKUs, advert efficiency, Klaviyo, Attentive, logistics, and extra. By analyzing these inputs, it might probably determine development levers, reminiscent of which merchandise or channels drove revenue final 12 months and which of them are trending now. For example, if a model has began performing effectively on AppLovin, the cell advert platform, Moby may counsel scaling there for BFCM.
Triple Whale’s platform contains eight attribution fashions, together with post-purchase surveys, to trace what’s driving outcomes. We’ve additionally added advertising combine modeling to measure the influence from click on and non-click channels, together with Amazon. Moby can run correlations at a statistically vital stage, which supplies retailers confidence within the conclusions.
Based mostly on that, it forecasts possible outcomes tied to enterprise targets. If a model needs to develop income by 30%, Moby highlights which levers — spending, channels, inventive — are possible to assist attain that concentrate on. Retailers may even see Moby’s reasoning step-by-step, like watching strategists suppose by means of a plan.
Moby’s evaluation isn’t restricted to numbers. Utilizing AI imaginative and prescient, it might probably overview advert inventive, reminiscent of shade selections, hooks, and duplicate. It additionally analyzes electronic mail efficiency by scanning HTML, topic strains, and preview textual content. It may well draft electronic mail copy knowledgeable by this evaluation, giving retailers concepts to check.
Bandholz: Are you able to cite nameless buyer wins from Moby?
DelPizzo: We rolled out early entry to Moby and Moby Brokers in February, 5 months in the past. In April, a $100 million international model used it throughout a four-day giveaway. On the ultimate day, the workforce requested Moby, “What ought to we regulate in our plan?”
Moby responded with an in depth finances allocation by channel and predicted the income influence. They adopted it precisely and ended up having their highest income day ever — 35% above their earlier document, greater than $200,000 larger.
One other instance is LSKD, a health attire model in Australia with greater than 50 shops. They used Moby to research the efficiency of their advertising channels. One agent uncovered over $100,000 in fraudulent spend from an influencer’s self-bidding, which saved the corporate that cash. Since adopting Moby Brokers, LSKD’s ROAS has grown about 40%.
Bandholz: How can retailers go improper with Moby?
DelPizzo: The commonest problem is making an attempt to undertake an excessive amount of directly. Success often comes from beginning small. We offer a library of 70 pre-built brokers, however utilizing all of them instantly can really feel overwhelming.
One of the best outcomes are from groups that start with a single agent, adapt it to their enterprise, and construct confidence with regular outcomes. From there, they increase to different areas — perhaps they begin with the conversion fee optimization workforce, then retention, then different steps within the funnel. That gradual method tends to be extra sustainable.
Bandholz: Why use Moby as an alternative of constructing a customized knowledge software with an LLM reminiscent of DeepSeek?
DelPizzo: One issue is the dataset it attracts from. Moby is skilled on $65 billion in GMV and has entry to broad ecommerce benchmarks. It’s not about sharing brand-specific knowledge however moderately utilizing aggregated insights to offer context — like realizing typical CAC or ROAS ranges in several industries, or, say, margins for attire versus skincare.
One other piece is the infrastructure. Constructing from scratch requires a unified schema for orders, occasions, and efficiency knowledge. At Triple Whale, our giant workforce of engineers has labored on this for years, and it’s nonetheless evolving. With out that groundwork, it’s onerous to realize the identical stage of ecommerce-specific intelligence.
Customized setups are doable, however Moby combines benchmarks, context, and infrastructure in a manner that’s troublesome to copy.
Bandholz: The place can individuals help you, observe you, attain out?
DelPizzo: Our web site is TripleWhale.com. Our socials embrace X and LinkedIn. I’m on LinkedIn.
