Skip to main content

Moby vs Deep Dive vs Build Mode vs Agents

How to differentiate between our AI tools and know which ones to use for your specific situation

Alejandro Flaquer avatar
Written by Alejandro Flaquer
Updated today

Agents

What it is:

Automated, repeatable workflows that pull data, analyze it, and generate insights or reports on a recurring basis.

Best for:

  • Recurring weekly or daily reports

  • Budget recommendations

  • Inventory forecasting

  • Creative analysis

  • Cross-platform data synthesis

Example Use Cases:

  • “Send a weekly Meta performance report every Monday at 9 AM.”

  • “Notify us if any ad set has NC ROAS < 1.5.”

  • “Forecast which SKUs are at risk of stockout and generate this report on a weekly basis.”

Key Features/Differentiators:

  • Can pull from multiple sources (Meta, Shopify, Google, Klaviyo, etc.)

  • Logic + Analysis + Reporting + Output steps

  • Supports scheduling

  • Deterministic and consistent meaning it will always give you the same output.

  • Outputs to Slack, Email, Google Sheets, Feed, Dashboards

When to use over the others:

  • When the insight needs to run on a schedule

  • When analysis includes logic, thresholds, or multi-step comparison

  • When you need a repeatable business process

  • Agents have access to all the tools


Build Mode (inside Moby)

What it is:

Conversational way to build an Agent by describing what you want in plain English. Moby will scaffold the Agent for you.

Best for:

  • Quickly creating complex Agents without touching the step-by-step builder

  • Users uncomfortable with SQL or structured query tools

  • Iterating on Agent requirements in real time

Example Use Cases:

  • It’s the place to ask Moby questions that are related in an exploratory manner, then turn the outputs into an agent

  • “Create an Agent that identifies our top SKUs and which channels drive them.”

Key Features/Differentiators:

  • Natural language interface

  • Clarifies goals and requirements as you build

  • Creates full Agent flows: data > analysis > output > schedule

  • Can review/edit the output in the visual Agent Builder

When to use over the others:

  • When you know what outcome you want and KNOW the steps to get there

  • When the user knows what they want but doesn’t want to build step-by-step

  • When speed and ease matter

  • When you want to guide a customer toward recurring insight automation


Deep Dive

What it is:

Moby’s long-form research tool for answering complex, multi-layered business questions using structured AI reasoning.

Best for:

  • One-off, exploratory questions that span multiple datasets

  • Identifying underlying causes or correlations

  • Discovering complex patterns within your business

Example Use Cases:

  • “Why is our Meta ROAS down this month but TikTok is up?”

  • “What factors influence high LTV across our customer base?”

  • “Which channels are most effective for acquiring high-AOV customers?”

Key Features/Differentiators:

  • Deep Dive creates a research plan, pulls data from different sources, and synthesizes results

  • Visual, step-by-step output

  • Can convert findings into a recurring Agent with one click

  • Not deterministic and not consistent. Outputs may vary even with the same prompt.

When to use over the others:

  • When you know what outcome you want but DON’T know the steps to get there.

  • When the business question is “why” or “how” not just “what”

  • When you’re exploring new ideas or diagnosing problems

  • When a client wants deeper, strategic insight (not just metrics)

  • Deep Dive does not have access to all tools that agents do


Custom Dashboards

What it is:

A user-defined dashboard view that displays real-time metrics, charts, and visualizations relevant to the business.

Best for:

  • Ongoing monitoring of key metrics

  • Executive-level reporting

  • Embedding Agent outputs for visibility

  • Creating shared views for different departments (Ops, Media, Finance)

Example Use Cases:

  • “Show me ROAS by platform, NC ROAS, and AOV in one view.”

  • “Create a Product Performance tab for my eCom manager.”

  • “Add a top-line P&L view with daily trends.”

Key Features/Differentiators:

  • Deterministic. It’s the same data every single day.

  • The data is in real-time unlike an agent or deep dive that needs to be run.

  • Drag-and-drop UI to customize layout

  • Embed Agent outputs directly

  • Assign user-level permissions

  • Supports visual charts, KPI blocks, tables

When to use over the others:

  • When someone needs a centralized home for metrics

  • When stakeholders want real-time data at a glance

  • When embedding Agent outputs for cross-functional reporting


Moby

What it is:

A conversational interface for querying your data using natural language — designed for ad hoc questions, on-the-fly analysis, and quick insights across your connected platforms.

Best for:

  • Quick answers to unstructured questions

  • Exploring performance anomalies

  • Strategic or creative brainstorming with data

  • Ad hoc comparison and benchmarking

  • Live support during customer calls or team syncs

Example Use Cases:

  • “How did our Klaviyo flows perform last week?”

  • “Which campaigns had the highest ROAS in May?”

  • “Why did revenue dip last Thursday?”

  • “What was the open rate trend for our welcome email over the last month?”

Key Features/Differentiators:

  • Freeform natural language input — no prompt engineering required

  • Fast, one-off access to data without building workflows

  • Supports follow-up Q&A in conversational thread

  • Pulls from multiple data sources (Meta, Shopify, Klaviyo, Google)

  • Ideal for exploring before formalizing in Build Mode or an Agent

When to use over the others:

  • When you need quick insights or exploratory analysis

  • When you’re unsure what you’re looking for yet

  • When follow-up questions or deeper digging is expected

  • When you’re on a live call or need flexible conversation-style support

Did this answer your question?