New York just dropped new labeling rules for AI-generated characters in ads — the operator class is processing what it means for every brand running synthetic UGC. Plus three guest interviews on DTC paid search, post-purchase upsells, and the partner program turning agency referrals into a "negative CAC" channel.

ON TODAY'S EPISODE OF ECOMM COWBOY

Alex Walser (Founder, Savant Syndicate) — Alex Walser is the founder of Savant Syndicate, a boutique, senior-only ecommerce growth agency that bills itself as a "P&L-first growth partner to 7–9-figure DTC & ecommerce brands." Walser is a longtime paid-search operator who brands himself online as the "PPC Titan," cut his teeth co-founding and running SEM at ATTN Agency, and previously founded and operated the DTC brand Bearded Crew before moving on. He sits in the rare seat of having been both the brand owner buying the ads and the agency operator running them for others.

Alicia Gan (Senior Partner Marketing Lead, Rokt Aftersell) — Leads partner marketing at the post-purchase upsell platform for Shopify. Built the company's B2B agency partner program from zero to 50+ partners in seven months. She is one of the most visible operator voices on what actually moves AOV after the "Buy Now" click for Shopify brands.

ALSO ON THE SHOW

- Icon pivoted from AI UGC back to humans

- The "Yap" playbook

- Rhino USA's 182-acre content factory in Texas

- Anduril racing simulator rig

- Arena USA hat

- 200 ft lazy river

- Cruise cup beer life hack

- Watch and react: why packaging matters

- Watch and react: the future of advertising

- Ketone goes to 2,800 doors

- 20 years strong with Shopify

- Nike Football event

- Amazon's AI-generated products you can't buy

- Moment of zen: 63,000 shirts in 47 hours

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