DTC Podcast — Bonus: How an AI CMO Can Jump Your Revenue 25%

Release Date: December 17, 2025
Host: Eric (DTC Podcast)
Guest: Joseph (Founder of Lebesgue/Henry AI Toolkit)

EPISODE OVERVIEW

This episode dives into the rapidly evolving intersection of AI, analytics, and eCommerce marketing, putting the spotlight on Joseph’s toolkit—Lebesgue and Henry AI. The conversation covers how the AI-powered “CMO” can identify hidden business insights, optimize campaigns, boost revenue, and how brands should adapt for the new era of AI visibility and agents. Listeners get deep tactical insights and real-world stories of how AI already revolutionizes decision making for DTC brands at every scale.

KEY DISCUSSION POINTS & INSIGHTS

1. Why Joseph Built Lebesgue and Henry AI (01:05)

Holistic Marketing Perspective: Traditional agencies are channel-biased. Lebesgue aims to be an objective, data-driven layer analyzing an entire business and industry—free from channel-specific bias.
Origin of the Name: Inspired by French mathematician André Lebesgue, drawing a parallel to “reinventing” how eCommerce is measured and improved.

“…we're kind of going to reinvent the online marketing ecosystem by just being able to measure things better and detect these small spots that everyone is missing…” (01:58)

2. Solving the “Revenue Drop” Mystery with AI (02:40)

Case Study: An eCom brand faced a 20–30% drop in conversions; Henry AI discovered the root cause was a switch from automatic to manual discount codes, leading to friction, especially for older audiences. Once reverted, revenue spiked by 25%.

“AI was able to pick it up… and pinpoint the exact problem that hurt the business growth. And they changed that and revenue just increased by 25%.” (03:54)
Revenue Drop Investigator: Tool allows simple, causality-based queries: “Why did my revenue drop?” AI links multiple data streams (e.g., inventory issues, promo overlap) to reveal actual causes.

3. Attribution, Correlation, and Causation (05:34)

Game Theory: Lebesgue uses “Shapley Value” for fair attribution, analyzing what the impact would have been without certain channels/ads.

“…it gives you score for every marketing channel or ad how much it is really impacting the business growth.” (06:09)
Practical Wisdom: Every statistical model is flawed; the actionable insight is what matters most.

4. The Data Layer—Scale and Scope (07:05)

Tracks $4B+ in ad spend across 25,000+ brands, combining first- and third-party data from ad libraries and review platforms to enrich insights.

5. New Customer Acquisition Trends: The Rise of AI Visibility (07:58)

TikTok’s Surge: Noted as a major growth engine in 2025.
AI Visibility: ChatGPT and Gemini emerge as surprisingly powerful top-of-funnel drivers, now sending up to 10% of visitors to some stores—and with 30% higher revenue per session compared to branded search.

“Conversion rates of ChatGPT traffic are higher than for branded campaigns on Google Ads… revenue per session is 30% higher if ChatGPT refers traffic to websites.” (08:13, 08:31)

6. Tactics for Becoming “AI Discoverable” (09:57)

Website Structure: Put key info (shipping, returns, reviews) on main product pages; AI crawlers only scan surface-level pages.
Offsite Reputation: Leverage platforms like Trustpilot, Reddit, G2 Crowd—all referenced by AI agents for validation.

“AI agents will not crawl your whole website. They will crawl just top two or three pages and figure out what the brand is about…” (10:36)

7. AI vs. SEO Optimization (11:07)

AI “Thinks Like a Human”: Optimize for customer = optimize for AI; unlike SEO-focused crawlers, AI prioritizes clear, easily retrievable information.

8. Overcoming Human Tunnel Vision (12:04)

Humans hyperfocus on single channels (esp. Facebook); AI excels at “zooming out” for a full business perspective.
Joseph’s personal story: true growth came after expanding from narrow Facebook/Meta focus to holistic optimization across website and email.

9. Meta’s Andromeda, Creative Trends & AI Copy (13:16)

Andromeda’s Impact Debated: Joseph finds brands’ success comes from fundamentals (good creatives/site structure), not just algorithmic changes.
Copywriting Giveaways: 12% of Facebook ads now contain EM dashes—a telltale sign of AI-generated copy (“copy-pasta” from ChatGPT/Claude).

“You can see that, you know 12% of brands are just copy pasting chatgpt text …” (13:56)

10. Channel & Email Marketing Pitfalls (18:29)

Over-segmentation: Many brands now send far fewer emails to ever-tighter engaged lists—even during big events like Black Friday—contrary to best practices.
Advertising Waste: Brands may overspend by 10–15% on retargeting redundant audiences across multiple channels, due to lack of coordinated data.

11. Competitor Analysis—Going Beyond Creatives (20:42)

Lebesgue compares high-level metrics like number of new ads, frequency and sophistication of emails, and longevity of competitor ads; benchmarks your strategy against industry leaders.
“Product Intelligence” module surfaces hidden gems—products with high conversion but low visibility—for list/sites reorganization.

12. First Wins for New Brands (22:25)

Red Flags: Instantly flags mistakes vs. best practices; e.g., overlap of repeat customers targeted across multiple channels.
Attribution Clarity: Shapley Value helps clarify incremental value from each channel.
Example: Helped a founder identify a disconnect between Facebook ad offers and website content, leading to a 300% lift in revenue—“funding her wedding from profits” (24:12).

13. AI Preferences, Voice Interfaces & Persistent Agents (25:39)

AI platforms differ in copy style (e.g., ChatGPT engineering vs. Claude creative). Joseph’s biggest productivity leap: using voice input to prompt LLMs for context-rich, actionable responses.
The Future: “Persistent” AI agents (like a digital butler) seen as inevitable, with AI visibility as the “new SEO.”

14. AI as a Tactical Business Partner (29:43)

Henry AI serves as an agentic co-pilot: can connect data sources, answer performance queries via voice, recommend (and execute) budget allocations.
“You can kind of wake up, make a coffee and give him the full suggestions of what to do…”

MEMORABLE QUOTES

“Conversion rates of ChatGPT traffic are higher than for branded campaigns on Google Ads...there is a higher probability that people will purchase your product if ChatGPT refers the product than if they organically search for your product.” – Joseph (00:40, 08:15)

“No one really knows how it works...AI agents will not crawl your whole website. They will crawl just top two or three pages and figure out what the brand is about and they will compare the data with other brands.” – Joseph (09:57)

“A big problem with CEOs and business owners is...they hyper focus on one channel, not looking at the whole picture.” – Joseph (12:17)

“You can see that...12% of brands are just copy-pasting ChatGPT text or Clo[u]d text not even thinking to change the EM dash to something more human.” – Joseph (13:56)

“Revenue per session is $20 for branded keywords, it’s $35 for ChatGPT referred traffic. I think this is a huge new battlefield that is opening up...” – Joseph (31:13)

NOTABLE SEGMENTS & TIMESTAMPS

Lebesgue’s Purpose / Agency Bias – 01:05–01:48
Root Cause Revenue Drop (Manual Discount Codes) – 02:40–04:26
Shapley Value Attribution – 05:54–07:00
AI Visibility, ChatGPT as Top Channel – 07:58–09:50
Making Your Brand “AI Discoverable” – 09:57–11:07
Meta/Andromeda Trends, AI Copywriting – 13:16–16:51
Email Marketing Mistakes in Segmentation – 18:29–20:17
Competitor Analysis in Practice – 20:42–22:04
“Funded a Wedding” Brand Story – 24:02–25:13
AI Agent as a Co-pilot, Voice Input Future – 29:43–30:54
If Joseph Had a Times Square Billboard – 31:13

ACTIONABLE TAKEAWAYS

Optimize for AI Visibility: Treat user-facing site info as if it were being scanned by a human—succinct, easy to find, heavily validated by offsite reviews.
Use Causal Analysis, Not Just Correlations: Demand attribution that’s transparent and can model “what if” no channel/creative existed.
Don’t Overthink Segmentation: During major events, broaden your email list—don’t hyper-segment.
Check Offer Consistency: Ensure ad-offer and website-offer alignment—AI can root out costly disconnects.
Leverage Voice with LLMs: Richer queries lead to more actionable insights, especially for busy founders.
Monitor “AI” Traffic: As ChatGPT and Gemini refer more customers, measure and prioritize conversion and LTV from these sources.

FINAL RECOMMENDATION

Joseph urges eCommerce founders to “double their resources” for AI channel visibility:

“This is like where I would like double my resources. You know, hey, we have to make sure we are not making mistakes with AI visibility because it's what SEO was 15 or 20 years ago.” (31:13)

He also notes that Henry (the “CEO’s best friend”) is accessible to all brands, offering a two-week free trial and an ongoing cost of just $79/month.

Find Joseph and Lebesgue/Henry AI:

Lebesgue.io
Joseph on LinkedIn

DTC Podcast — Bonus: How an AI CMO Can Jump Your Revenue 25%

Release Date: December 17, 2025
Host: Eric (DTC Podcast)
Guest: Joseph (Founder of Lebesgue/Henry AI Toolkit)

EPISODE OVERVIEW

KEY DISCUSSION POINTS & INSIGHTS

1. Why Joseph Built Lebesgue and Henry AI (01:05)

Holistic Marketing Perspective: Traditional agencies are channel-biased. Lebesgue aims to be an objective, data-driven layer analyzing an entire business and industry—free from channel-specific bias.
Origin of the Name: Inspired by French mathematician André Lebesgue, drawing a parallel to “reinventing” how eCommerce is measured and improved.

“…we're kind of going to reinvent the online marketing ecosystem by just being able to measure things better and detect these small spots that everyone is missing…” (01:58)

2. Solving the “Revenue Drop” Mystery with AI (02:40)

Case Study: An eCom brand faced a 20–30% drop in conversions; Henry AI discovered the root cause was a switch from automatic to manual discount codes, leading to friction, especially for older audiences. Once reverted, revenue spiked by 25%.

“AI was able to pick it up… and pinpoint the exact problem that hurt the business growth. And they changed that and revenue just increased by 25%.” (03:54)
Revenue Drop Investigator: Tool allows simple, causality-based queries: “Why did my revenue drop?” AI links multiple data streams (e.g., inventory issues, promo overlap) to reveal actual causes.

3. Attribution, Correlation, and Causation (05:34)

Game Theory: Lebesgue uses “Shapley Value” for fair attribution, analyzing what the impact would have been without certain channels/ads.

“…it gives you score for every marketing channel or ad how much it is really impacting the business growth.” (06:09)
Practical Wisdom: Every statistical model is flawed; the actionable insight is what matters most.

4. The Data Layer—Scale and Scope (07:05)

Tracks $4B+ in ad spend across 25,000+ brands, combining first- and third-party data from ad libraries and review platforms to enrich insights.

5. New Customer Acquisition Trends: The Rise of AI Visibility (07:58)

TikTok’s Surge: Noted as a major growth engine in 2025.
AI Visibility: ChatGPT and Gemini emerge as surprisingly powerful top-of-funnel drivers, now sending up to 10% of visitors to some stores—and with 30% higher revenue per session compared to branded search.

“Conversion rates of ChatGPT traffic are higher than for branded campaigns on Google Ads… revenue per session is 30% higher if ChatGPT refers traffic to websites.” (08:13, 08:31)

6. Tactics for Becoming “AI Discoverable” (09:57)

Website Structure: Put key info (shipping, returns, reviews) on main product pages; AI crawlers only scan surface-level pages.
Offsite Reputation: Leverage platforms like Trustpilot, Reddit, G2 Crowd—all referenced by AI agents for validation.

“AI agents will not crawl your whole website. They will crawl just top two or three pages and figure out what the brand is about…” (10:36)

7. AI vs. SEO Optimization (11:07)

AI “Thinks Like a Human”: Optimize for customer = optimize for AI; unlike SEO-focused crawlers, AI prioritizes clear, easily retrievable information.

8. Overcoming Human Tunnel Vision (12:04)

Humans hyperfocus on single channels (esp. Facebook); AI excels at “zooming out” for a full business perspective.
Joseph’s personal story: true growth came after expanding from narrow Facebook/Meta focus to holistic optimization across website and email.

9. Meta’s Andromeda, Creative Trends & AI Copy (13:16)

Andromeda’s Impact Debated: Joseph finds brands’ success comes from fundamentals (good creatives/site structure), not just algorithmic changes.
Copywriting Giveaways: 12% of Facebook ads now contain EM dashes—a telltale sign of AI-generated copy (“copy-pasta” from ChatGPT/Claude).

“You can see that, you know 12% of brands are just copy pasting chatgpt text …” (13:56)

10. Channel & Email Marketing Pitfalls (18:29)

Over-segmentation: Many brands now send far fewer emails to ever-tighter engaged lists—even during big events like Black Friday—contrary to best practices.
Advertising Waste: Brands may overspend by 10–15% on retargeting redundant audiences across multiple channels, due to lack of coordinated data.

11. Competitor Analysis—Going Beyond Creatives (20:42)

Lebesgue compares high-level metrics like number of new ads, frequency and sophistication of emails, and longevity of competitor ads; benchmarks your strategy against industry leaders.
“Product Intelligence” module surfaces hidden gems—products with high conversion but low visibility—for list/sites reorganization.

12. First Wins for New Brands (22:25)

Red Flags: Instantly flags mistakes vs. best practices; e.g., overlap of repeat customers targeted across multiple channels.
Attribution Clarity: Shapley Value helps clarify incremental value from each channel.
Example: Helped a founder identify a disconnect between Facebook ad offers and website content, leading to a 300% lift in revenue—“funding her wedding from profits” (24:12).

13. AI Preferences, Voice Interfaces & Persistent Agents (25:39)

AI platforms differ in copy style (e.g., ChatGPT engineering vs. Claude creative). Joseph’s biggest productivity leap: using voice input to prompt LLMs for context-rich, actionable responses.
The Future: “Persistent” AI agents (like a digital butler) seen as inevitable, with AI visibility as the “new SEO.”

14. AI as a Tactical Business Partner (29:43)

Henry AI serves as an agentic co-pilot: can connect data sources, answer performance queries via voice, recommend (and execute) budget allocations.
“You can kind of wake up, make a coffee and give him the full suggestions of what to do…”

MEMORABLE QUOTES

“Conversion rates of ChatGPT traffic are higher than for branded campaigns on Google Ads...there is a higher probability that people will purchase your product if ChatGPT refers the product than if they organically search for your product.” – Joseph (00:40, 08:15)

“No one really knows how it works...AI agents will not crawl your whole website. They will crawl just top two or three pages and figure out what the brand is about and they will compare the data with other brands.” – Joseph (09:57)

“A big problem with CEOs and business owners is...they hyper focus on one channel, not looking at the whole picture.” – Joseph (12:17)

“You can see that...12% of brands are just copy-pasting ChatGPT text or Clo[u]d text not even thinking to change the EM dash to something more human.” – Joseph (13:56)

“Revenue per session is $20 for branded keywords, it’s $35 for ChatGPT referred traffic. I think this is a huge new battlefield that is opening up...” – Joseph (31:13)

NOTABLE SEGMENTS & TIMESTAMPS

Lebesgue’s Purpose / Agency Bias – 01:05–01:48
Root Cause Revenue Drop (Manual Discount Codes) – 02:40–04:26
Shapley Value Attribution – 05:54–07:00
AI Visibility, ChatGPT as Top Channel – 07:58–09:50
Making Your Brand “AI Discoverable” – 09:57–11:07
Meta/Andromeda Trends, AI Copywriting – 13:16–16:51
Email Marketing Mistakes in Segmentation – 18:29–20:17
Competitor Analysis in Practice – 20:42–22:04
“Funded a Wedding” Brand Story – 24:02–25:13
AI Agent as a Co-pilot, Voice Input Future – 29:43–30:54
If Joseph Had a Times Square Billboard – 31:13

ACTIONABLE TAKEAWAYS

Optimize for AI Visibility: Treat user-facing site info as if it were being scanned by a human—succinct, easy to find, heavily validated by offsite reviews.
Use Causal Analysis, Not Just Correlations: Demand attribution that’s transparent and can model “what if” no channel/creative existed.
Don’t Overthink Segmentation: During major events, broaden your email list—don’t hyper-segment.
Check Offer Consistency: Ensure ad-offer and website-offer alignment—AI can root out costly disconnects.
Leverage Voice with LLMs: Richer queries lead to more actionable insights, especially for busy founders.
Monitor “AI” Traffic: As ChatGPT and Gemini refer more customers, measure and prioritize conversion and LTV from these sources.

FINAL RECOMMENDATION

Joseph urges eCommerce founders to “double their resources” for AI channel visibility:

“This is like where I would like double my resources. You know, hey, we have to make sure we are not making mistakes with AI visibility because it's what SEO was 15 or 20 years ago.” (31:13)

He also notes that Henry (the “CEO’s best friend”) is accessible to all brands, offering a two-week free trial and an ongoing cost of just $79/month.

Find Joseph and Lebesgue/Henry AI:

Lebesgue.io
Joseph on LinkedIn

Bonus: How an AI CMO Can Jump Your Revenue 25%

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Summary

DTC Podcast — Bonus: How an AI CMO Can Jump Your Revenue 25%

EPISODE OVERVIEW

KEY DISCUSSION POINTS & INSIGHTS

1. Why Joseph Built Lebesgue and Henry AI (01:05)

2. Solving the “Revenue Drop” Mystery with AI (02:40)

3. Attribution, Correlation, and Causation (05:34)

4. The Data Layer—Scale and Scope (07:05)

5. New Customer Acquisition Trends: The Rise of AI Visibility (07:58)

6. Tactics for Becoming “AI Discoverable” (09:57)

7. AI vs. SEO Optimization (11:07)

8. Overcoming Human Tunnel Vision (12:04)

9. Meta’s Andromeda, Creative Trends & AI Copy (13:16)

10. Channel & Email Marketing Pitfalls (18:29)

11. Competitor Analysis—Going Beyond Creatives (20:42)

12. First Wins for New Brands (22:25)

13. AI Preferences, Voice Interfaces & Persistent Agents (25:39)

14. AI as a Tactical Business Partner (29:43)

MEMORABLE QUOTES

NOTABLE SEGMENTS & TIMESTAMPS

ACTIONABLE TAKEAWAYS

FINAL RECOMMENDATION

Summary

DTC Podcast — Bonus: How an AI CMO Can Jump Your Revenue 25%

EPISODE OVERVIEW

KEY DISCUSSION POINTS & INSIGHTS

1. Why Joseph Built Lebesgue and Henry AI (01:05)

2. Solving the “Revenue Drop” Mystery with AI (02:40)

3. Attribution, Correlation, and Causation (05:34)

4. The Data Layer—Scale and Scope (07:05)

5. New Customer Acquisition Trends: The Rise of AI Visibility (07:58)

6. Tactics for Becoming “AI Discoverable” (09:57)

7. AI vs. SEO Optimization (11:07)

8. Overcoming Human Tunnel Vision (12:04)

9. Meta’s Andromeda, Creative Trends & AI Copy (13:16)

10. Channel & Email Marketing Pitfalls (18:29)

11. Competitor Analysis—Going Beyond Creatives (20:42)

12. First Wins for New Brands (22:25)

13. AI Preferences, Voice Interfaces & Persistent Agents (25:39)

14. AI as a Tactical Business Partner (29:43)

MEMORABLE QUOTES

NOTABLE SEGMENTS & TIMESTAMPS

ACTIONABLE TAKEAWAYS

FINAL RECOMMENDATION