We’re building AI that runs your ecommerce. Buildwill helps plan your work, spot growth opportunities, and get things done across your business.
Tallinn, Estonia
Joined September 2025
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Few updates:
The UI makes a bit more sense now. You can generate images and videos in the same view.
Captions for Instagram and Facebook posts are no longer generated automatically unless you want them to. This also means faster generation.
Credits got much cheaper.
Our product just got better.
Buildwill daily update — March 6, 2026
The first batch of content is now generated in the background and ready when you finish signup.
During signup, you can also choose content templates that fit your brand or store.
Thanks to everyone who tested the video generation and sent feedback. We just rolled out another update.
Have a good weekend. I will.
Buildwill retweeted
Buildwill daily update — March 5, 2026
Video generation just got better
You can now publish or schedule Reels directly to Instagram
If you manage multiple brands, you can now create separate projects for each one
I drank my co-founder’s San Pellegrino and felt good about it
Buildwill learns your brand and starts generating Instagram and Facebook content automatically. You can even let it publish for you.
Buildwill is live.
Your store's AI marketing team. Generates product images, videos, and social content in your brand's style. Do it yourself or let AI agents run it on autopilot while you sleep. buildwill.ai
Buildwill retweeted
21 Nov 2025 – Buildwill AI store builder daily update
We added state management to our components. Now we need to test if our coding agents don’t mess it up and actually understand when and where to use it.
Buildwill retweeted
13 Nov 2025 – Buildwill AI store builder daily update
Compared to the last couple of days, yesterday was a good one. We moved a step closer to the goal of letting anyone start an online store with products in minutes. Even Roland’s dog Feodora could launch hers. Probably selling dog toys and snacks. Definitely no cats.
Anyway, we ran a lot of experiments to see if the LLM can build a proper store using our components. For the most part, it managed. Today we’ll keep scaling the experiments and evaluating the outcomes.
Buildwill retweeted
12 Nov 2025 – Buildwill AI store builder daily update
Yesterday we ran a bunch of human-in-the-loop evaluations and now have a clearer idea of how to move forward. Some progress was made toward finding the right balance between good-looking stores and giving the agent enough freedom to make changes, but overall it was a 1.5 steps forward, 1 step back kind of day. Today will be better.
Buildwill retweeted
11 Nov 2025 - Buildwill daily update
Our new approach of giving the Agent examples and guiding it on what, where, and how yielded a good signal, so we will follow this rabbit hole a bit further.
Also noticed some posters in the corridors near our office. Also caught a person in the act putting them up.
(Not really, we put them up ourselves.)
Buildwill retweeted
10 Nov 2025 – Building the AI store builder Buildwill
Tried tightening our agent’s guardrails over the weekend. Went too far. It became overly careful and stopped actually changing the store template (e.g. won’t even move “About us” to the footer).
Small wins:
• Saving projects to GitHub works.
• Message panel keeps state instead of wiping on errors.
Today:
Right now the agent leans too heavily on the existing project context, which kills its creativity. The previous setup protected the “golden base” but also stopped the agent from doing anything interesting. Today we’ll try giving it a more empty starting point, but with clearer instructions on how to build the store technically.
Ongoing challenge:
Finding the right balance between freedom and stability.
More freedom → more creative but worse quality.
Less freedom → stable but boring.
This is how Buildwill is built.
Basic founder infrastructure includes having a bar directly under your office.
Last Friday at Sumi café in Tallinn with founders from Say Less, Hey Hifi, @BiltMeAnApp and Ear Candy founders.
There's a new version of this post
Buildwill retweeted
05 Nov 2025 – Buildwill AI store builder daily update
We connected our LLM code with the Shopify API. Shopify will be the first platform where you can publish your AI-generated store. We realized that when the agent makes edits, it needs a better understanding of the codebase or it may modify or delete the wrong parts. We’re adding guardrails and improving how the LLM handles itself.