S14 E5: How AI Is Rewriting the Rules of Ecom Marketing (with Liam Millward, Co-Founder and CEO of Instant)

AI isn’t coming, it’s already here. And if it’s not driving 25% of your brand’s revenue, you’re already behind. Nik sits down with Liam Millward, founder and CEO of Instant, the platform powering the next generation of AI-driven email and retention marketing. Liam started Instant at 17, went head-to-head with Shopify, and pivoted into a billion-dollar problem: brands wasting time on email marketing that barely moves the needle. Now, Instant’s AI writes, designs, and personalizes every email—no two shoppers ever get the same message twice. Liam breaks down how Instant became one of the fastest-growing AI tools in eCommerce, the difference between generative and agentic AI, and why most brands are still treating AI like a toy instead of a team member. If you’re a founder, marketer, or operator trying to figure out where AI actually fits in your business, this is your roadmap. What’s Instant? They’re the secret weapon to triple your email revenue with AI-powered flows. Instead of blasting the same cart reminders to everyone, Instant ensure every shopper gets a unique email experience: -Copy, products, and offers that adapt to your shopper’s behavior in real time. -Emails sent at the exact moment that shopper is most likely to buy. -11+ abandonment flows live in minutes. Book a demo by Dec. 31 to get 50% off your first 60 days. Make this BFCM your biggest one yet: ⁠⁠⁠⁠instant.one/limited⁠ Want more DTC advice? Check out the Limited Supply YouTube page for more insider tips. Check out the Nik’s DTC newsletter: https://bit.ly/3mOUJMJ And if you’re looking for an instant stream of on-demand DTC gold, check out the Limited Supply Slack Channel for Nik’s most unfiltered, uncensored thoughts. Follow Nik: Twitter: https://www.twitter.com/mrsharma