Limited Supply S14 E5: How AI Is Rewriting the Rules of Ecom Marketing (with Liam Millward, Co-Founder and CEO of Instant)
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Oct 29, 2025 Liam Millward, Co-founder and CEO of Instant, started his AI-driven email marketing platform as a teenager. He discusses how AI can drive 25% of revenue for brands, emphasizing the need for personalized email experiences. Instant generates unique emails based on shopper behavior, moving away from one-to-many communications. Liam shares insights on AI's role in marketing strategy, the importance of owning customer data, and how brands can optimize their marketing funnels with AI, making it a must-listen for founders and marketers alike.
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AI Must Drive Significant Revenue
- Liam Millward warns that if AI isn't driving at least 25% of your revenue, you're already behind.
- He argues leaders must adopt AI now or risk being consumed by competitors who do.
Pivot From Checkout To Retention
- Instant began as a Shop Pay competitor and pivoted into email/retention marketing using shopper-identification tech.
- That pivot led to building Instant AI which automates end-to-end email marketing for brands.
Hook AI To Your Site For True Personalization
- Connect your site and let AI analyze brand tone, colors, and imagery to auto-generate emails.
- Use that data to send unique, brand-aligned emails to each shopper rather than templated blasts.