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

In this episode of Limited Supply, Nik Sharma interviews Liam Millward about the evolution and application of AI in eCommerce, particularly in email marketing. Liam emphasizes that businesses not adopting AI are already falling behind, suggesting AI should drive at least 25% of revenue through personalized email and SMS strategies. They discuss Instant AI, which automates email marketing by generating unique, behavior-based emails for each shopper, including personalized copy, smart coupons, and send-time optimization. Liam and Nik explore how AI enables micro-optimizations and experimentation, allowing brands to enhance customer engagement and drive revenue, while also cautioning against the misuse of AI and stressing the importance of data compliance and genuine personalization.