🚧 Coming Soon Moby Specialists is currently available to select users only. Features described in this article may not yet be live in your account. Stay tuned for updates!
Overview
Moby 2 is Triple Whale’s AI teammate for ecommerce teams. You can chat with it, ask questions about your business, analyze performance, prepare actions, and turn repeatable work into Automations.
Moby Specialists are more focused. They are pre-built Moby experiences designed around specific ecommerce jobs, with workflows, decision logic, and approval steps built for that use case.
Think of Moby 2 as the full toolbox. Moby Specialists are guided kits inside that toolbox.
Instead of starting from a blank chat and designing the workflow yourself, you can use a Specialist when your goal matches a common ecommerce job, like reviewing media spend, improving creative performance, or optimizing landing pages.
Specialist availability may depend on your Triple Whale plan, connected integrations, permissions, and rollout status.
Key terms
Moby 2: Triple Whale’s AI teammate for ecommerce teams. Moby Specialists run on top of Moby 2.
Moby Specialist: A focused Moby experience designed for a specific ecommerce job.
Job to be done: The main outcome a Specialist is built to help with, such as improving media buying, creative performance, or conversion.
Primary KPI: The main metric a Specialist is designed to improve or monitor. A Specialist may also use supporting metrics and guardrails.
Automation: A scheduled Moby workflow that runs on a recurring basis.
Approval flow: The review process that lets you approve supported actions before they are executed, depending on your account settings and permissions.
How Moby Specialists work
Each Specialist follows the same basic operating model.
Component | What it means |
A focused job | Each Specialist is designed around a specific ecommerce workflow. |
A primary KPI | Each Specialist has a clear metric or outcome it is built to help improve. |
Built-in workflow logic | Specialists include guided workflows, decision criteria, and guardrails for their use case. |
Business context | Specialists use available Triple Whale data, connected integrations, and saved context to make recommendations more relevant. |
Approval flow | Where actions are supported, Specialists can recommend or prepare changes for approval before they are executed. |
Specialists are meant to reduce setup time for common ecommerce workflows. They do not replace your team’s judgment, and they still depend on the quality of your data, integrations, permissions, and business goals.
The Moby Specialists family
The first Moby Specialists are focused on three high-leverage ecommerce workflows.
Specialist | Helps with | Primary KPI |
Moby Media Buyer | Reviewing and optimizing paid media decisions across supported channels and campaigns. | Return on Ad Spend (ROAS), with supporting efficiency and revenue metrics |
Moby Creative Director | Reviewing creative performance, identifying fatigue, and helping generate creative direction. | Click-through rate (CTR), with supporting creative and conversion metrics |
Moby Conversion Optimizer | Improving landing pages and conversion paths for paid traffic. | Conversion rate, with supporting revenue and session-quality metrics |
These primary KPIs help explain what each Specialist is focused on, but they are not the only signals that matter. For example, a media-buying workflow may also consider spend, revenue, conversion quality, margin, attribution settings, and business constraints.
When to use a Specialist
Use a Moby Specialist when your goal matches one of the Specialist workflows.
Good examples include:
“Help me review paid media performance and identify what needs attention.”
“Find creative fatigue and suggest what we should test next.”
“Help improve conversion from paid traffic.”
“Give me a guided workflow instead of starting from a blank chat.”
“Prepare recommendations that I can review before taking action.”
Specialists are best for repeatable ecommerce jobs where a focused workflow is faster than explaining the same context in chat each time.
When to use Moby 2 chat instead
Use Moby 2 chat when your question is open-ended, exploratory, or custom.
Good examples include:
“Why did revenue drop last Thursday?”
“Build a custom report for this product launch.”
“Compare Meta and Google performance over the last 30 days.”
“Help me investigate a tracking issue.”
“Design a workflow I can turn into an Automation.”
“Summarize what changed across my business this week.”
Moby 2 chat is more flexible. Specialists are more guided.
The two work together: you can use chat for broad analysis and Specialists for focused workflows.
How Specialists use your business context
Moby Specialists use the context available inside Triple Whale, including connected performance data, account settings, saved business context, and prior decisions where available.
This helps the Specialist make recommendations that are more specific to your business than a generic AI prompt.
The quality of the output depends on the quality of the available context. If an integration is not connected, a permission is missing, or a data source is incomplete, the Specialist may have less information to work with.
Approval and control
Moby Specialists are designed to keep you in control.
Where supported, a Specialist can recommend or prepare actions, such as changes to campaigns, creative workflows, or landing-page work. Whether Moby can execute those actions depends on your connected accounts, permissions, and approval settings.
You should review recommendations before approving any material changes, especially actions that affect spend, customer experience, or live campaigns.
⚠️ Important: Specialist capabilities can vary by account setup, plan, connected integrations, and rollout status.
Specialists are additive
You do not have to use every Specialist.
You can:
Use one Specialist for a specific workflow.
Use multiple Specialists together.
Use Moby 2 chat without using any Specialists.
Start in chat, then move into a Specialist when the job becomes clearer.
Turn repeatable work into an Automation when you want it to run on a schedule.
Related articles
Related questions
How are Moby Specialists different from chatting with Moby 2 directly?
Do I have to use all three Specialists, or can I start with one?
Will more Specialists be added over time?
Can I customize a Specialist's logic, or is it fixed?
How does a Specialist know about my business?