DTC Podcast Bonus: How an AI CMO Can Jump Your Revenue 25%
Dec 17, 2025
In a fascinating discussion, Josip Begic, CEO and co-founder of Lebesgue, dives into the world of AI-driven ecommerce insights. He reveals how his AI, Henry, identified a 25% revenue drop due to a small discount tweak. Josip also explores the impact of AI visibility on SEO, the pitfalls of over-segmentation in email marketing, and the essential role of basic marketing fundamentals over advanced tactics. He emphasizes the importance of analyzing competitor data to uncover growth opportunities and predicts that AI visibility will become crucial for future revenue.
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AI Pinpointed Hidden Conversion Drop
- Henry AI detected a 20–25% conversion drop caused by switching automatic discount codes to manual codes.
- Fixing the email flow and discount process restored revenue by ~25% almost immediately.
Use Shapley Values For Fair Attribution
- Lebesgue applies Shapley value from game theory to estimate each channel's true impact.
- This creates a more objective attribution by testing channel combinations and contributions.
AI Referrals Convert Better Than Branded Search
- AI referral traffic (ChatGPT/Gemini) converts higher than branded Google traffic.
- Revenue per session from ChatGPT referrals can be ~30% higher than other sources.