From AI Marketplace Automation to Beef Tallow Soap: Two Founders Building Differently

In this episode of Beyond Fulfillment, recorded live at Shop Talk, Dave Gulas sits down with two entrepreneurs at very different stages, but with the same commitment to building something real. Jay El-Kaake, Co-Founder & CEO of Osello, shares his journey from previous business exits to building an AI-native platform that automates marketplace listing processes with higher accuracy and efficiency than traditional offshore teams. He breaks down the hard truths of launching after exits, what AI agents actually do in practice, and the data-backed results Osello is generating with major retailers right now. Asher Adelman, Founder & CEO of Stone & Spear, tells one of the more unexpected origin stories in clean beauty, turning excess beef tallow from his carnivore diet into handmade soap, scaling from a home garage to a full product line of over 70 skincare and cosmetics products. He covers bootstrapping without outside capital, manufacturing in-house without outsourcing, and why staying committed to natural ingredients, even when it slowed things down, became the brand's greatest competitive advantage. Whether you're scaling an e-commerce operation, building a consumer product brand, or figuring out how to apply AI to your business without losing what makes it human, this conversation has something for you. Connect with Jay El-Kaake: https://www.linkedin.com/in/jayelkaake/ Connect with Asher Adelman: https://www.linkedin.com/in/asheradelman/ #entrepreneurship #ecommerce #AI #founders #cleanbeauty #shoptalk2026