DTC1138: Google AI Max, Stripe’s OpenRouter Deal & PDP Conversion

Good morning DTC readers.

No intro today, BECAUSE I don’t want you to miss this… 👇

‼️ This is the final survey reminder. 5 minutes gets you entered, and the $1,000 draw is happening soon.

This is your final reminder to add your data to our Beyond the Discount survey.

If you've been meaning to add your Q4 discount data, this is the last window. Still 5 minutes, still anonymous, still a shot at a $1,000 Amazon gift card.

Take the survey before it closes

A few hundred brands will finish this survey. One of them wins the grand. Might as well be you.

- Eric

Note: Survey results may be used in DTC editorial and advertorial content. Personal info won’t be shared.

* One entrant will be randomly selected to win a $1,000 Amazon Gift Card. No purchase necessary to enter. Survey must be completed by Sunday, August 23rd, 2026 to be eligible. This giveaway is open to legal residents of the United States and Canada (excluding Quebec) who are 18 years or older. Void where prohibited.

🤖 Google is moving more Search campaigns into AI Max in September

Starting next month, Search campaigns using campaign-level broad match or Google’s text customization setting will automatically move into AI Max. That gives Google access to broader query matching and AI-generated ad copy, with additional AI Max settings available once the campaign moves over. Campaigns using both features may already behave like AI Max campaigns, but the migration changes where those controls live and makes the upgrade official. Audit every Search campaign using broad match or automatically created assets before Google makes the decision for you.

📊 GA4 can finally stop cutting off conversions before your customers buy

Google now lets you set custom conversion windows in GA4, from 1 to 30 days for engaged views and 1 to 90 days for click-through conversions. Engaged views were stuck at three days, while click-through windows came in six preset buckets. If your buying cycle sits awkwardly between those settings, campaigns could lose credit before the customer got around to purchasing. Set the window to match how long people take to buy before someone cuts budget based on conversions Google stopped counting.

💳 Stripe is spending more than $8 billion to become the middleman for AI models too

Stripe has agreed to acquire OpenRouter for more than $8 billion, according to Axios. OpenRouter helps developers choose, access, and pay for hundreds of AI models, and was valued at $1.3 billion in May. Stripe already processes payments for major AI companies, and this deal would put it inside the infrastructure those companies use to select and run their models. The companies have yet to announce the acquisition, so there is nothing to change in your Stripe account today. Apparently payments were getting boring.

✈️ Air freight is preparing another invoice for your margin

The global average jet fuel price rose 8.2% last week to $158.91 per barrel, according to IATA. Fuel feeds directly into airline cargo rates and surcharges, which leaves importers paying more when inventory cannot wait for an ocean crossing. Brands using air freight to rescue delayed holiday inventory have less room for one more expensive surprise. Reprice urgent inbound shipments now, especially anything scheduled to fly during the Q4 inventory rush.

🛒 That dropdown on your PDP is costing you conversions

@DaveDiederen flagged something most PDPs still get wrong: variant dropdowns.

Size, flavor, color, bundle, doesn't matter, if the choice is hidden behind a menu you're adding a tap, a scroll, and a beat of hesitation right when someone's ready to buy.

His fix is visual selector blocks. That way every option is visible, it only takes one tap from Add to Cart, plus there’s room to flag best seller, low stock, or most popular right on the block. It's a small UI change sitting on one of the highest-intent moments on your site.

🔍 Google lowered the price of branded Search real estate to 35,000 followers

Google Search profiles now require 35,000 followers on Instagram, YouTube, or X, down from 100,000. TikTok eligibility dropped from 300,000 to 100,000. Eligible US creators, brands, and publishers can build a profile containing their links, social accounts, posts, and pinned content, which Google may surface when someone searches their name. Check your founder and brand accounts, then claim the profile if either clears the line.

💡 Quick SMS thoughts to read before BFCM

Before you start texting up a storm, Pilothouse’s email team shares these SMS quick thoughts to help you get the most out of your text program and stop customers from opting out.

1️⃣ Offer a large enough discount: Giving your number out is more private than email, so you want to make the offer worth it.

The optimal discount or incentive for SMS sign-up is usually between the 15-20% range.

Outdoor Voices offers a 20% discount for signing up.

2️⃣ Use a static code: If you’re debating between a static or dynamic code for your welcome flow, go with static. It usually helps with conversions and makes the brand feel more premium to customers.

Graza uses the static code FIRSTSQUEEZE, which is aligned with their playful brand tone.

3️⃣ Keep the first message short and sweet: You don’t need to share the entire brand story upfront.

Thank the customer for signing up, welcome them to the program, and give them the offer or code. Always make sure there’s an option to opt out!

4️⃣ Watch your frequency: The benefits of having and using SMS are it’s a great way to reach customers when inboxes get crowded. But you don’t want to overdo it.

5️⃣ Be intentional with messaging: Getting a text from your phone feels personal, so the message should always be intentional. Abide by quiet hours (most places you can only send SMS from 9am to 9pm).

6️⃣ Look into RCS: This is a new way of sending SMS with shoppable product slides. It’s currently available on Klaviyo, and adding images can help brands be perceived as more premium.

🎧 Find Them Now, Sell Them in November

Brands sprint through the summer and don’t realize until the end of October that Black Friday is upon them.

Eric and Jacob from Pilothouse just recorded their seventh Black Friday prep episode together, and the message hasn’t changed: build your list now or pay for it in CPMs later.

Jacob walks through the full BFCM checklist to work through before CPMs double:

1. How to pre-warm the Meta algo and stock the pond with low-cost lead gen campaigns
2. How to run a successful giveaway
3. The benefits of using value-based lookalikes in the Andromeda era

▶️ Watch here | 🎧 Listen on Spotify

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