Tash Insights

Is your beauty brand AI-ready? Conversion and the future of e-commerce | CEW Future Beauty Summit 2026

Tash Insights presents a live session from CEW Future Beauty Summit 2026, hosted by Tash Courtenay-Smith in partnership with CEW, Google, Amazon and Tash Partners. In this session, host Tom Marco-Norel of Superco is joined by Matt Brindley of Yotpo and Emily Bloomberg of Medik8 for a practical conversation on what AI really means for beauty e-commerce. Customers are already asking AI what to buy. The challenge for brands is making sure they can be found, understood and recommended when those searches happen. The panel looks at what “AI-ready” actually means, from clean product data and syndicated content to reviews, UGC, customer service and the rise of agentic commerce. Emily shares how Medik8 is balancing automation with human care, using AI to reduce low-lift queries while keeping the team focused on more meaningful customer conversations. Matt explains why AI-readiness starts with your existing tech stack, structured data and internal competence, rather than simply adding another tool. You’ll hear: * What “AI-ready” means for beauty brands * Why clean, syndicated data is becoming essential * How Reddit, YouTube and Wikipedia are influencing discoverability * What agentic commerce means for ChatGPT, Gemini and future checkout journeys * How Medik8 is balancing AI automation with human customer care * Why reviews and UGC now shape conversion, visibility and product development * How translation and personalisation can become immediate AI use cases * Where beauty brands should focus over the next 12 to 18 months * Why one internal AI champion can be more effective than disconnected tool adoption across teams This is a practical listen for beauty founders, e-commerce leaders and marketers preparing for the next phase of AI-driven shopping.

How NARS and Space NK really work with creators | 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 introduces an insider conversation on the business of beauty and influence with Joy Osinloye of CreatorIQ, Jane Harper of Shiseido Group and NARS, and Ginny Sanasi of Space NK. The panel explores how creator marketing has moved from a PR add-on into a core commercial growth channel, influencing marketing, digital, retail, commercial planning and legal. Drawing on the long-standing relationship between NARS and Space NK, the conversation looks at how major beauty brands and retailers discover, brief, vet and scale the creators who genuinely move product. You’ll hear: * How creator marketing became central to commercial strategy * Why NARS built a “trend squad” to move at the speed of social * How Space NK uses education across more than 135 brands * How brands discover, tier and vet creators from nano to celebrity level * Why human judgement still matters in brand safety * What happened when a colour-match moment hit 14 million views * Why EMV needs to connect to traffic, sales and acquisition * How NARS and Space NK built a co-branded trip strategy * Where creator commerce is heading next, from community sellers to luxury on TikTok Shop This is a practical listen for beauty founders, marketers, retailers and operators trying to understand how creator partnerships really work inside major beauty businesses.

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.