The Truth About TikTok Shop Profitability

Building beauty content systems that scale | CEW Future Beauty Summit 2026

Tash Insights presents a live panel from CEW Future Beauty Summit 2026, hosted by Tash Courtenay-Smith in partnership with CEW, Google, Amazon and Tash Partners. In this session, Tash is joined by Becky Watson of Absolute Collagen, Gilbert Corrales of Leaf and Sebastian Kraft of Sebastian Kraft Consulting for a practical conversation about the rising pressure on beauty brands to produce more content, faster. Every channel now demands more creative. Meta’s Andromeda update has made purpose-built assets more important across placements, personas and funnel stages. At the same time, lean brand teams are being asked to produce hundreds of assets a month while keeping quality, brand consistency and performance under control. The panel explores what a scalable production system actually looks like, why beauty brands may need to rethink the traditional social team structure, and how AI, offshore teams and human creative judgement can work together without weakening authenticity. You’ll hear: * Why content demand has exploded across beauty and e-commerce * What Meta’s Andromeda update means for creative production * How many assets brands may need each month to stay competitive * Why a newsroom or live-TV production mindset can help teams scale * How offshore teams and AI tools can increase output * Why human judgement remains essential in creative workflows * Where fully AI-generated content works, and where authentic UGC still wins * What the Coca-Cola Christmas ad revealed about audience response to AI * Which tools the panel actually use, and why not every new tool deserves a place in the stack This is a practical listen for beauty founders, marketers and operators trying to build content systems that can keep up with modern platform demands without losing creative quality.

Marketing efficiency, content factories and outcome-based growth | Tash at Built by HER

Tash Insights presents a live talk from Tash Courtenay-Smith, recorded at Built by HER in New York. Built by HER, hosted by Shopify and EmpowHER, brought together founders, operators and senior leaders in commerce for a hands-on summit focused on making AI practical, tangible and operational for women-led teams. In this clip, Tash talks through the two businesses she is currently building and why both are focused on the same underlying challenge: improving marketing efficiency in a world where attribution is increasingly unreliable and the demand for content keeps rising. She shares how Transact Media Group is building a CPA-first AdTech ecosystem in partnership with Mastercard, allowing brands to pay on results measured at card transaction level across programmatic, CTV, audio and social. She also explains how her AI-powered content factory has grown from an offshore creative support team into a global production operation for brands under pressure to ship more content, faster. You’ll hear: * Why attribution conversations are becoming less useful for brands * How CPA-first media models can change performance marketing * Why transaction-level measurement is becoming more important * How AI is reshaping creative production and content output * Why production capacity is now one of the biggest growth levers * How digital twins can help founders scale their own content This is a practical listen for founders, operators and marketers trying to improve efficiency, reduce wasted spend and build the production systems modern brands now need.

Why AI fluency is becoming a founder muscle | Tash at Built by HER

Tash Insights presents a live talk from Tash Courtenay-Smith, recorded at Built by HER in New York. Built by HER, hosted by Shopify and EmpowHER, brought together founders, operators and senior leaders in commerce for a hands-on summit focused on making AI practical, tangible and operational for women-led teams. In this clip, Tash makes a different case for AI adoption. Beyond productivity, she argues that AI is changing how founders process problems, make decisions and move from idea to output. Using the analogy of training for a marathon, Tash explains why AI fluency needs to be built through daily practice. The founders who gain the most advantage may not be the ones with the most advanced tools, but the ones who get used to solving problems faster, producing work faster and operating at a new pace. You’ll hear: * Why AI adoption is becoming a daily operating habit * How faster output may change the way founders think * Why AI fluency works like a muscle * How AI can compress the gap between idea and execution * Why mundane work can be reduced to create more space for creativity * What founders should be practising now to prepare for the next five years This is a useful listen for founders, operators and leaders who know AI matters, but have not yet made it part of their daily way of working.

Why every founder needs to build a personal brand | Tash at Built by HER

Tash Insights presents a live talk from Tash Courtenay-Smith, recorded at Built by HER in New York. Built by HER, hosted by Shopify and EmpowHER, brought together founders, operators and senior leaders in commerce for a hands-on summit focused on making AI practical, tangible and operational for women-led teams. In this clip, Tash makes the case for personal branding as one of the most commercially valuable things a founder can build. Drawing on her background as a journalist, author and growth advisor, she shares what she has learned from helping female founders build some of the most recognisable personal brands in the UK, before finally applying the same playbook to herself. Tash explores the early discomfort of publishing, the awkward middle phase of finding your voice, and the long-term commercial value that comes from becoming known in your category. You’ll hear: * Why personal brand is a growth lever for founders * What holds founders back from publishing consistently * How visibility pre-qualifies you before you enter a room * Why finding your voice only happens through repetition * What Tash learned from DRock, the videographer behind Gary Vaynerchuk’s personal brand * Why building a serious personal brand is a multi-year project This is a practical and honest listen for founders, operators and leaders who know they need to become more visible, but are still waiting to feel ready.

AI, content factories and founder-led brands | Tash at Built by HER New York

Tash Insights continues with a live panel conversation from the Built by HER summit in New York, hosted by Nicole Harvey, founder of EmpowHER. Tash joins Gina Perrelli, co-founder of Stay AI, and Kait Stephens, co-founder of Brij, for a practical discussion on AI, content production, personal brands and the future of building in public. Tash shares how she is building across two fast-moving areas: Transact Media Group, the outcome-based AdTech ecosystem powered by Mastercard data, and an AI-enabled content factory helping brands produce more creative, faster and more efficiently. She also opens up about using digital twins, building her own personal brand after years of building them for others, and why founders need to get comfortable publishing before they feel ready.  This is a candid conversation about what AI is really changing for founders, operators and modern brand teams. You’ll hear: * How AI is changing content production and creative output * Why content factories are becoming essential for growth teams * How digital twins can help founders scale their presence * Why personal brand building is a long-term growth lever * How outcome-based marketing is changing media measurement * The simplest ways founders can start using AI this week It’s practical, honest and highly relevant for anyone building a brand, scaling content, or trying to understand where AI fits into the future of commerce.