AI didn’t just get better.

It got connected to your data.

And that’s changing how decisions get made, faster than most teams can process.

The question is…are those decisions actually accurate?

Let’s break it down.

Topics we'll cover today:

💠 The “Don’t Know-It-All” Era
💠 Meta’s CAPI Just Got Easier
💠 This brand turned GLP-1 into a Listerine Strip
💠 Latest news in the DTC space

Something has changed in the last few months.

Clients are showing up with answers.

Not questions.

“Sales dropped. Here’s what ChatGPT says we should do. Thoughts?”

And it’s not just marketing.

I’ve heard the same from doctors.
From architects.
Even from lawyers.

People walk in with AI-generated analysis, recommendations, even full plans.

And then ask the expert to validate it.

This is the new dynamic.

I call it the “Don’t Know-It-All” era.

Because on the surface, it looks like people are more informed.

But in reality, they’re often more confident than they should be.

And that’s where things start to break.

What changed?

It’s not just that people got better at using AI.
It’s that AI got connected.

Shopify.
Meta.
Google.

Now it’s not a blank prompt anymore.

It’s your actual data.

Plugged in.
Processed.
Turned into a “strategy” in seconds.

That’s the turning point.

Because now, getting a report is effortless.

And when something is effortless, people use (abuse) it, trusting it more than they should.

To be clear, I’m bullish on AI.

We use it every day.

But there’s a gap most people don’t see yet:

AI is good at sounding right.
Not always at being right.

Especially in growth marketing.

Most of the recommendations we see are generic, disconnected from the actual business context, or simply wrong.

And yet…they come with conviction.

That’s the dangerous part.

Because now, instead of spending time solving the problem, we spend time explaining why the proposed solution doesn’t make sense.

One client even told us:

“Every week, we’ll send you Claude’s report so you can analyze its recommendations.”

That’s far from efficient.

Because it shifts the work from strategy…to correction.

From thinking…to defending.

And that’s not where growth happens.

But here’s the reality:

This isn’t going away.

If anything, it’s just getting started.

So the question isn’t whether clients will use AI.

They will.

The question is how you integrate it without getting in your own way.

Because for now, the “human in the loop” still matters.

Context still matters.
Judgment still matters.

And most importantly:

Trust still matters.

If you’ve chosen the right partner, the goal isn’t to second-guess every decision with an AI report.

It’s to let them do what they do best.

The same way you do what you do best.

PS: Is this happening to you to? Tell me more by replying to this email.

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If you need an experienced growth partner to help your brand grow in Q2, let’s chat.

Over the past few months, we’ve audited over 50 7fig+ brands. 

Most weren’t struggling to grow.
They were struggling to grow efficiently. 

Revenue was there.
Profit wasn’t. 

And in many cases, the same patterns kept showing up:

That’s what keeps brands stuck in plateaus, even while spending more.

Q2 is where this compounds.

You either fix the system…
Or you pay more to get the same results. 

At BSR, we work with 7- and 8-figure brands to identify where profit is leaking across ads, email, and the customer journey, and build a clear roadmap to scale efficiently.

If you’re planning to push growth in Q2, this is the moment to get the foundation right.

Meta just made Conversions API a lot easier to implement. 🙌

They’ve rolled out a “no-cost, one-click” version.

Here’s the breakdown:

But if you’re still relying only on the Meta Pixel, especially without strong dev support, this is worth a look.

You can now enable a basic CAPI setup directly inside Events Manager. No complex implementation needed.

It creates a server-side connection that sends your web data to Meta, alongside the Pixel.

Setup is straightforward:

Go to Events Manager → Connect Data → Web → choose or create a dataset → select “Set up with Meta.”

Once it’s live, all your Pixel events are automatically shared through CAPI as well, with built-in deduplication.

In short, it’s Meta lowering the barrier to better tracking.

PS: it’s not available to all accounts yet, but I’m sure it’ll soon be.

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Follow me on LinkedIn for more growth marketing content in the e-commerce space.

GLP-1 is everywhere right now. 

But what if there was a different way?

A plant-based alternative.
No injections.
No pills.

Just a strip that dissolves in your mouth.

That’s exactly what this brand is building.

In this episode of The DTC Insider, Brian Roisentul sat down with with Lekha Vyas about SynQ Wellness bringing a vegan alternative to GLP-1 in a Listerine-style strip. 

We talk about:

Tune in. 👇  

🎙 Tune in

If you found this interesting, please leave us a review. It’d mean the world to me.

📰 ChatGPT Ads Now Offer CPC Bidding Between $3 And $5 [read more]
📰 Google says its AI-powered ads boosts sales by 80% [read more]
📰 Tiktok Just Announced New Features for Brands [read more]

Brian Roisentul is the founder & CEO of BSR, a growth marketing agency he started in 2013 to help e-commerce brands unlock hidden revenue by identifying misalignments between their marketing and customer behavior. He is also the host of The DTC Insider podcast, where he interviews thought leaders, founders, and directors in the e-commerce space.

Want to talk shop?
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