Moby 2

Overview

Most AI tools can help you write copy, summarize information, or answer a one-off question. That can be useful, but ecommerce teams usually need more than a summary.

They need to understand what changed, decide what to do next, and follow through.

Moby 2 is built for that operating work.

You can use Moby 2 to ask questions about your business, analyze performance, investigate changes, prepare recommendations, and take supported actions in connected accounts based on your permissions and approval settings.

Moby 2 can also help turn repeatable conversations, like a weekly performance recap, daily ad-spend check, or recurring KPI review, into Automations that run on a schedule.

Moby 2 is designed for ecommerce operators, including founders, CMOs, growth leaders, media buyers, creative teams, and other teammates who need to move from insight to action faster.

What makes Moby 2 different

Moby 2 is different from a general-purpose AI tool in three main ways.

Difference	What it means
Ecommerce-specific	Moby is built for ecommerce workflows, metrics, and operating decisions.
Context-aware	Moby can use connected Triple Whale data, saved preferences, prior Moby context, and information your team provides.
Action-oriented	Moby can help prepare, approve, and execute supported actions where connected tools and permissions allow.

Moby 2 is designed to reduce the amount of prompt-writing and manual setup required to get useful work done.

Instead of starting from a blank page every time, Moby can use available context from your account and workflows to help you move faster.

Key terms

Moby 2: Triple Whale’s AI teammate for ecommerce teams. Moby helps analyze performance, prepare recommendations, support approved actions, and run repeatable workflows.
Context: The connected data, saved preferences, goals, workflow instructions, prior conversations, and other business information Moby can use to make responses more relevant.
Action: A supported change Moby can help prepare or execute in a connected tool, such as an ad platform or other integrated surface, depending on permissions, approvals, and available features.
Automation: A recurring workflow created from instructions, a prior conversation, or a repeatable business process that Moby can run on a schedule.
Specialist: A focused Moby experience built for a specific ecommerce job, such as media buying, creative performance, or conversion optimization.

How Moby 2 works

Moby 2 is different from both Moby 1 and general-purpose AI tools in three main ways.

Capability	What it means
Business context	Moby 2 can use your Triple Whale data, connected accounts, saved context, and prior decisions to give more relevant answers.
Approved actions	Where supported, Moby 2 can prepare or execute actions in connected tools with the right permissions and approval settings.
Automations	Repeatable conversations can become scheduled workflows, so Moby can keep checking, reporting, or following up over time.

You stay in control of actions

Moby 2 can help prepare supported actions, but material changes should be reviewed before they affect your business.

Depending on your account setup, Moby may be able to help with actions such as pausing ads, changing budgets, drafting campaigns, generating creative, or preparing Shopify landing pages. Before an action is applied, review the proposed change, destination account, affected campaign or asset, timing, and expected impact.

⚠️ Important: Moby should not be treated as an autopilot for high-impact business changes unless your team has intentionally configured the workflow, permissions, and guardrails for that use case.

Moby 1 vs. Moby 2

The simple difference

Moby 1 helped you get answers. Moby 2 helps you move work forward.

For example, instead of only asking, “Which Meta ads are underperforming?” you can ask Moby 2 to help review performance, recommend what to do next, and prepare supported actions for your approval.

Moby 2 is still designed to keep you in control. Supported actions depend on your connected tools, permissions, plan access, and approval settings.

Moby 1	Moby 2
Helped answer questions	Helps answer questions, make decisions, and move work forward
Focused on pulling data and surfacing insights	Uses business context to recommend next steps and prepare approved actions
Mostly session-based	Can remember useful context across sessions
Required manual follow-through	Can help turn repeatable work into Automations

Moby 2 is still grounded in the same idea that made Moby useful: helping teams understand their business faster.

The difference is that Moby 2 is designed to go further than answering. It can help your team decide what should happen next and, when approved, help carry out the work.

What Moby 2 can help with

You can use Moby 2 to:

Ask open-ended questions about your business performance.
Investigate changes in metrics, campaigns, channels, or products.
Summarize what changed over a time period.
Prepare recommendations for budget, creative, conversion, or reporting workflows.
Take approved actions in connected tools, where supported.
Save useful business context so future conversations do not start from scratch.
Turn recurring conversations into scheduled Automations.
Use focused Specialist experiences for specific workflows.

Availability can depend on your Triple Whale plan, connected integrations, permissions, and product rollout status.

When to use Moby 2

Use Moby 2 when you want help with a business decision or workflow, not just a static report.

Good examples include:

“Why did blended ROAS drop last week?”
“Which campaigns should I review before increasing spend?”
“Summarize this week’s performance and call out anything risky.”
“Create a weekly Monday recap for my team.”
“Help me evaluate whether this creative is fatiguing.”
“Turn this reporting workflow into an Automation.”

Moby 2 is especially useful when the answer depends on your business context, connected data, prior decisions, or a recurring workflow.

When to use chat, a Specialist, or an Automation

Use this	When
Moby 2 chat	You have an open-ended question, need analysis, or want to explore a decision.
Moby Specialist	You want a focused experience for a specific outcome, such as media buying, creative, or conversion optimization.
Automation	You want Moby to run a workflow on a schedule, such as a recurring report, monitor, or review.

You can start in chat when you are still figuring out the question. Once the workflow becomes repeatable, you can turn it into an Automation.

How Moby 2 is different from ChatGPT or Claude

Moby 2 uses AI models, but it is not the same as using a general-purpose AI tool on its own.

General-purpose AI can help with broad tasks like drafting copy, summarizing text, or brainstorming ideas. Moby 2 is built inside Triple Whale, where it can use your ecommerce context, connected performance data, saved decisions, and supported action workflows.

That means Moby 2 can help answer questions like:

“What changed in my store last week?”
“Which campaigns need attention?”
“What should I check before scaling spend?”
“Can you run this every Monday morning?”
“Can you prepare this action for approval?”

The difference is context and follow-through. Moby 2 is designed to help ecommerce teams move from insight to action.

Moby Specialists

Moby Specialists are focused experiences built on top of Moby 2. They are designed for common ecommerce workflows where teams want a more guided experience.

Examples may include:

Specialist	Helps with	Common success metric
Moby Media Buyer	Reviewing and optimizing paid media decisions	Return on Ad Spend (ROAS), spend efficiency, revenue impact
Moby Creative Director	Reviewing creative performance and generating creative direction	Click-through rate (CTR), thumb-stop rate, creative fatigue, conversion impact
Moby Conversion Optimizer	Improving landing pages and conversion paths	Conversion rate, revenue per session, landing-page performance

Specialist availability may vary by plan, account setup, and rollout status.