Bonus: 100% Agentic on Meta at a $1B Brand | True Classic's Ben Diamond & Triple Whale's Maxx Blank
DTC Podcast · with Ben Diamond & Maxx Blank · June 3, 2026 · 48 min
Summary
This episode dives into how True Classic, a billion-dollar apparel brand, is operating 100% agentically on Meta by using an autonomous AI media buyer, Moby 2. True Classic's CEO, Ben Diamond, and Triple Whale's Co-founder, Maxx Blank, explain how AI agents act as a CMO and creative strategist, dynamically reallocating budget to optimize for profit, inventory clearance, or launch defense. They also discuss reducing production costs with AI-generated photography and the shift from SaaS to 'Results as a Service' (RaaS).
Key takeaways
Implement agentic AI for Meta ad spend to dynamically reallocate budgets based on real-time business needs such as profit maximization, inventory clearance, or competitive launch defense.
Leverage AI for creative production, like replacing traditional product photography with AI-generated imagery, to significantly reduce costs and increase efficiency.
Foster a company culture that aggressively embraces AI adoption while clearly defining where human judgment remains critical for strategic oversight and complex problem-solving.
Explore the 'Results as a Service' (RaaS) model as a more resilient and performance-driven alternative to traditional SaaS solutions for core e-commerce infrastructure.
Understand that AI can act as a crucial tool for inventory management and competitive strategy, enabling rapid adjustments to market conditions and brand objectives.
Subscribe to DTC Newsletter - https://dtcnews.link/signupRecorded live at True Classic HQ in Calabasas the day before the Whalies, this episode brings together two of the leaders most aggressively reshaping how ecommerce gets built.Ben Diamond is the CEO and co-founder of True Classic, the apparel brand that went from zero to over a billion in revenue in seven years and now ships to 190 countries. Maxx Blank is the co-founder and COO of Triple Whale, the AI operating system for ecommerce that he started with co-founder AJ Orbach, now running parts of media buying, creative, and conversion testing for over 60,000 brands.The conversation gets into the move that's reshaping the category: True Classic now runs 100 percent of its Meta spend through an autonomous media buyer, Moby 2, with AI agents acting as a CMO and creative strategist, reallocating budget daily based on whether the brand needs profit, inventory clearance, or launch defense.Maxx walks through what changed between Moby 1 and Moby 2, why the SaaS apocalypse doesn't touch infrastructure businesses, and the bigger industry shift from Software as a Service to Results as a Service. Ben talks about cutting millions in production costs by replacing in-office product photography with AI, the cultural mandate at True Classic to embrace AI, and where human judgment still belongs.If you're an operator wondering how far to push agentic into your business, or a founder wondering what the next decade of ecommerce actually looks like, this is the conversation for you.Find more about Triple Whale: https://www.triplewhale.com/?utm_source=dtc-
What does this episode say about paid acquisition?
Implement agentic AI for Meta ad spend to dynamically reallocate budgets based on real-time business needs such as profit maximization, inventory clearance, or competitive launch defense.
What does this episode say about ai & automation?
Leverage AI for creative production, like replacing traditional product photography with AI-generated imagery, to significantly reduce costs and increase efficiency.
What does this episode say about dtc strategy?
Foster a company culture that aggressively embraces AI adoption while clearly defining where human judgment remains critical for strategic oversight and complex problem-solving.
What does this episode say about founder & leadership?
Explore the 'Results as a Service' (RaaS) model as a more resilient and performance-driven alternative to traditional SaaS solutions for core e-commerce infrastructure.
What does this episode say about paid acquisition?
Understand that AI can act as a crucial tool for inventory management and competitive strategy, enabling rapid adjustments to market conditions and brand objectives.
