Aviv Frenkel, PhD

The through-line

Frenkel's argument is a single one, applied consistently: the work of making a website perform better is currently done by people guessing, and it should be done by the site itself. He describes Moonshot as "a geni platform that turns websites into living organisms that optimize themselves autonomously" [1], and the same premise, that a single platform can turn an online store into a self-optimizing growth engine, frames how he talks about AI-driven experimentation more broadly [2] and about automating conversion optimization for ecommerce as a business [3].

On why conversion rate optimization is guesswork

The starting point is economic. For an e-commerce site, "the most important metric is conversion rate," because money has already been spent acquiring visitors "on Google, Facebook, Tik Tok, you name it," and the whole question is whether that investment pays off [1]. Frenkel's account of how brands respond is that successful ones assemble an internal CRO team of "developers, designers, analysts, UX people, product people," who work through analytics and heat maps, look at what competitors are doing, and then propose a test [1]. His verdict on that process is blunt: "they usually guess because CRO is like voodoo" [1]. The people are capable, but the method gives them no reliable way to know in advance what will work.

On websites that optimize themselves

The alternative he sells is autonomy rather than better tooling for the same human loop. The website becomes the thing that experiments and adapts, described in deliberately biological terms as a living organism [1]. His customer definition is narrow and stated plainly: online brands, e-commerce websites [1]. He has framed the wider case as one about AI-driven experimentation reshaping how online stores grow [2], and has discussed the business built on automating conversion optimization for ecommerce, including a $10M raise [3].

Takeaways

• Frenkel positions Moonshot as a generative AI platform that turns websites into "living organisms that optimize themselves autonomously," aimed at e-commerce brands [1].
• His core critique of current practice: CRO teams of developers, designers, analysts, UX and product people study analytics, heat maps and competitors, then guess [1].
• "CRO is like voodoo" is his shorthand for why human-led experimentation is unreliable [1].
• The commercial logic he leans on is that conversion rate is the metric that determines the return on paid acquisition across Google, Facebook and TikTok [1].
• He has argued publicly that AI-driven experimentation is changing how online stores grow [2], and has discussed automating conversion optimization for ecommerce alongside a $10M raise [3].