Prepare your loaf pan by lining with a piece of parchment on the bottom and sides, with a bit of overhang. Spray the bottom and sides with cooking spray. OR you can grease and flour the bottom and sides really well. Preheat the oven to 350 degrees.
In a small microwaveable dish, heat the butter until it's not quite melted.
Pour into a large mixing bowl, then add the sugar and mix until the butter has cooled.
Add the eggs, vanilla, and milk, and whisk until combined.
Add the flour, cocoa, baking powder, and salt into the bowl, then mix until almost combined. Alternate adding the boiling water and instant pudding mix, stirring very gently until just combined.
Pour the batter into the loaf pan, and sprinkle chocolate chips all along the top. Press them in very gently.
Bake for 35-40 minutes, or until a toothpick comes out clean--or with just a couple bits of crumbs that might stick to it--just not batter. Don't over bake. Let the loaf cool for about 20 minutes before removing from the pan, and another 15-20 before slicing. Enjoy!!