Episode 8: Influencing Outcomes
This episode of Influencing Outcomes examines how platform convergence, embedded commerce and AI infrastructure are accelerating the next phase of the creator economy, and what that means for how brands monetise, measure and scale creator-led strategies.
In this episode of Influencing Outcomes, Nathan Powell is joined by Fabulate co-founder and Chief Revenue Officer Ben Gunn, alongside Eliza Lewis and Fabulate co-founder and CTO Sachin Singh, for a sharp, forward-looking discussion on how platform economics, commerce and AI infrastructure are reshaping the creator economy.
The conversation opens with Q4 earnings from Snap and Alphabet, where a clear structural shift is emerging. Short form, long form and connected TV are no longer operating as separate products. With YouTube Shorts now exceeding 200 billion daily views and reportedly delivering higher revenue per watch hour than long form in the United States, the team examine what this convergence signals for media allocation, creator monetisation models and how brands should be thinking about investment in 2026.
From there, the discussion moves to the acceleration of live commerce in China, where creators are driving billions in transaction value within single streams. The group explores how TikTok’s logistics mandates in the United States indicate that commerce is becoming embedded infrastructure rather than a feature layered on top of content. If creator marketing has historically been optimised for reach and engagement, what happens when transaction value becomes the dominant performance metric?
In the second half of the episode, Sachin outlines the technical philosophy behind building Fabulate as modular, integration-led infrastructure rather than another surface-level dashboard. The conversation shifts from AI theory to applied execution, covering brand safety at scale, content compliance, translation and dubbing workflows, and the direct integration of TikTok Symphony into the Fabulate platform.
This episode is built for marketers, agencies and creators who are thinking beyond surface metrics and short-term optimisation, and who want to understand how infrastructure, commerce and technology will shape the next phase of scalable creator marketing.
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