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Dollar Shave Club already makes 90% of its advertising in-house. Its new brand boss wants AI to close the rest of the gap.

“We are 90% in-house,” said Dollar Shave Club’s chief brand and innovation officer Laura Higgins, when asked how much of the brand’s advertising is done internally. Asked if that figure could climb further as AI becomes more embedded in how her team works, she said: “I hope so.”

It’s not because she believes agencies are heading for extinction. On the contrary, the former Procter & Gamble marketer thinks they still have plenty to offer — just less for a challenger brand of Dollar Shave Club’s size that leans on being nimble and fast rather than farming out its “irreverent” voice. AI, in her telling, just compounds that advantage.

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Mel Robbins is one of the world’s most listened-to podcasters, and the woman behind the “Let Them” theory — the simple idea about relinquishing control over others that led to her chart-topping namesake podcast, a number one New York Times best-selling book, and a phrase that has taken on a life of its own across social media.

Robbins attended the Cannes Lions Festival of Creativity for the very first time last month — a rare step outside of the empire she’s built. “I’m so focused on running my business, I don’t often extract myself out of it to go to big events.” But having been asked to attend with her ad sales partner, SiriusXM, 2026 was the first opportunity that could work in the schedule.

Digiday sat down with Robbins to discuss AI’s impact on the media ecosystem, why podcasting has been miscategorized by marketers, and how she plans to stay on top without chasing what’s next. 

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