Triple Whale Launches 'Moby' AI Analyst for DTC Attribution

Triple Whale has released Moby, an AI-powered analyst that lets Shopify store owners ask plain-English questions about their marketing performance. Instead of manually building dashboards, merchants can ask questions like 'Which ad creative drove the most new customer revenue last month?' or 'What's my blended ROAS after accounting for returns?' Moby draws on Triple Whale's pixel data, Shopify order history, and connected ad platforms to generate instant answers and charts. The feature is powered by a custom fine-tuned LLM trained specifically on ecommerce attribution concepts. Triple Whale also updated its Creative Cockpit to include AI-generated performance insights for each ad creative, flagging declining performers before they significantly impact spend efficiency. Moby is available on Growth and higher plans.