Subscribe to DTC Newsletter - https://dtcnews.link/signup Recorded live at True Classic HQ in Calabasas the day before the Whalies, this episode brings together two of the leaders most aggressively reshaping how ecommerce gets built. Ben Diamond is the CEO and co-founder of True Classic, the apparel brand that went from zero to over a billion in revenue in seven years and now ships to 190 countries. Maxx Blank is the co-founder and COO of Triple Whale, the AI operating system for ecommerce that he started with co-founder AJ Orbach, now running parts of media buying, creative, and conversion testing for over 60,000 brands. The conversation gets into the move that&#x27;s reshaping the category: True Classic now runs 100 percent of its Meta spend through an autonomous media buyer, Moby 2, with AI agents acting as a CMO and creative strategist, reallocating budget daily based on whether the brand needs profit, inventory clearance, or launch defense. Maxx walks through what changed between Moby 1 and Moby 2, why the SaaS apocalypse doesn&#x27;t touch infrastructure businesses, and the bigger industry shift from Software as a Service to Results as a Service. Ben talks about cutting millions in production costs by replacing in-office product photography with AI, the cultural mandate at True Classic to embrace AI, and where human judgment still belongs. If you&#x27;re an operator wondering how far to push agentic into your business, or a founder wondering what the next decade of ecommerce actually looks like, this is the conversation for you. Find more about Triple Whale: https://www.triplewhale.com/?utm_source=dtc-newsletter&amp;utm_medium=inf&amp;utm_campaign=mkt-whaliesdtc-affiliate-426&amp;utm_content=dtc Timestamps: 00:00 AI Is Transforming Ecommerce Faster Than Ever 02:14 What Moby 2 Actually Does for Brands 11:20 Why True Classic Went All-In on AI 16:10 Cutting Millions in Creative Production Costs 24:38 The Future of One-to-One Marketing at Scale 43:20 Predictions for the Future of Ecommerce and AI Subscribe to DTC Newsletter - https://dtcnews.link/signup Advertise on DTC - https://dtcnews.link/advertise Work with Pilothouse - https://dtcnews.link/pilothouse Follow us on Instagram &amp; Twitter - @dtcnewsletter Watch this interview on YouTube - https://dtcnews.link/video

Bonus: 100% Agentic on Meta at a $1B Brand | True Classic's Ben Diamond & Triple Whale's Maxx Blank

DTC Podcast

# Full Transcript

**Podcast:** DTC Podcast

## Participants

- **Eric Dick** (DTC Newsletter and Podcast)
- **Ben Diamond** (True Classic)
- **Maxx Blank** (Triple Whale)

## Transcript

We started the brand back in 2019 with a pretty ambitious but simple purpose of we're here to empower guys to look good and feel good. There was just no way that six or seven years ago we would look at ourselves and say, you know, when we get to 2026, you're going to be shipping to 190 countries worldwide. You're going to be at Costco. You're going to be at Target. You're going to do over a billion dollars in revenue. There's just no way.

Mobi actually is proactive. It can sit in your Slack and give you ideas. It can deliver an artifact that has insights about customer journey or about retention or how can you win back certain customers. We're pushing the balance for sure. We are all in on AI. That's an understatement. It's an understatement probably. The opportunity to create value is unprecedented right now.

Hello and welcome to the DTC Podcast. I am extremely excited to be here with the COO and co-founder of Triple Whale, Maxx Blank, as well as CEO of True Classic Ben Diamond. Nice to see you again. Yeah, great to see you. Thank you for coming to the True Classic HQ. Today we're going to dive into the way that AI is affecting all of our businesses and what both of these incredible brands are doing about it. Maybe we'll kick to you to start, Maxx. Tell me first how you guys are thinking about AI and tell me what Mobi2 actually is.

Sure. So Triple Whale has been really like an aggregation and analytics platform with an attribution solution to help merchants understand what channels are most efficient. Through this journey, we've basically enabled more data to come into the platform, whether the connectors would be around reviews, whether it's around customer journey type different things like this.

Over time, we've realized that this is actually a superpower to allow AI to come in and actually give recommendations and run analysis that is reliable for merchants to actually grow. And so on the back of that, we've released Mobi2, which we had. Mobi1, which was more of like just a typical chat bot, like a chat GPT, quick questions and answers. Mobi actually is proactive. It can sit in your Slack and give you ideas.

It can deliver an artifact that has insights about customer journey or about retention or how can you, you know, win back certain customers. And it can also automate tasks. So it has all of the action layer to approve budgets, new audiences into Meta or into Google and soon to come pretty much all of the ad channels that are out there. And it's not just the ad channels. You were saying it integrates into calendars to understand the context of your company as well. Talk about like the bread of things that it actually integrates with.

It can go very deep and you have to be able to trust AI. I think that's really the issue with AI is you need to trus...

Bonus: 100% Agentic on Meta at a $1B Brand | True Classic's Ben Diamond & Triple Whale's Maxx Blank

Transcript

Built for investment professionals

Every day you wait, your competitors are finding
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Bonus: 100% Agentic on Meta at a $1B Brand | True Classic's Ben Diamond & Triple Whale's Maxx Blank

Transcript

Built for investment professionals

Every day you wait, your competitors are findingedge in conversations you're not hearing.

Every day you wait, your competitors are finding
edge in conversations you're not hearing.