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Recorded live at The Whalies.
Enterprise brands are past the prompt-and-generate phase of AI. The conversation has moved to connected data, agentic media buying, personalization, attribution, and the quiet operational wins that actually move the P&L.
Eric Dyck sits down with Justin Parker (Origin), Ashley Kick (DÔEN), and Martha Ann Pavoni (Universal Ads) to unpack how leading ecommerce brands are embedding AI across the commerce stack — without losing trust, measurement, or human judgment.
This episode is brought to you by Triple Whale. Much of the panel centers on Moby 2, Triple Whale's agentic operator for insights and media buying — Justin Parker runs all but three of his Meta campaigns through it and has been in the beta since the start.
Learn more: Triple Whale
In this episode:
- Why business context — not the model — is the missing ingredient in most AI implementations
- How DÔEN rolls out AI one workflow at a time to measure real incremental lift
- What happens when AI runs all but three of your Meta campaigns
- Why connected TV and incrementality are eclipsing the click
- The retargeting decision where AI flatly contradicted itself a week later
- Where human oversight still matters most — and how to size it to risk
What to steal:
- Build a trusted source of truth before you layer AI on top
- Test AI one workflow at a time so you can actually attribute the lift
- Point AI at analysis and reporting first; hand it bigger decisions later
- Scale human-in-the-loop in proportion to dollars and customer exposure
For DTC operators managing multi-channel growth who need more output without adding headcount.
Timestamps:
0:00 AI Is Only As Good As The Data Behind It
2:03 How Enterprise Brands Roll Out AI Without Breaking Things
8:16 Why Some Brands Refuse To Use AI Creative
18:28 Inside Agentic Media Buying And AI-Powered Marketing Teams
30:03 The Biggest AI Opportunity Most Brands Are Missing
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