When we started Wix 20 years ago, websites weren’t a new idea. Many people and businesses already had one, and those who didn’t, wanted one. The challenge was that building a website on your own was incredibly difficult. Doing it yourself was frustrating and time consuming, while the alternative of hiring a developer or designer was expensive and often out of reach. For most people, creating a website simply wasn’t accessible.

That’s where Wix came in. We set out to change that reality by creating a platform that made website creation accessible to anyone. Our goal was to remove the technical and financial barriers, giving non-technical people a clear and intuitive way to build their online presence and actually enjoy the process along the way.

A huge step forward came in 2008, when we launched our first Flash-based website editor. For the first time, a drag-and-drop interface allowed anyone to build a website and add widgets without writing a single line of code, opening the door to truly democratizing web creation.

That shift defined more than a product milestone. It shaped the foundation of Wix itself. From that moment on, Wix was built around four core competencies that became part of our DNA:

1. ⁠Allowing access to very complex technology

2. User-friendly interface to the non-technical user

3. Ensuring beautiful and professional outcomes

4. ⁠Making sure the outcome is extremely reliable

Together, these principles are what have enabled hundreds of millions of people to access and build on the web in ways they never thought possible.

Adapting to evolving technology

As technology evolved, so did what it meant to have an online presence. HTML5, mobile, eCommerce, payments, SEO and countless other advancements made websites far more powerful and far more central to running a business. But each leap forward also raised the bar, introducing new complexity and new friction, especially for non-professionals.

Throughout that evolution, we continued to grow alongside our users, absorbing that complexity behind the scenes and removing friction at every step. Not by simplifying the business itself, but by simplifying the experience of building and running it so anyone could do it.

A new era: AI’s impact on the web

Today marks another major shift in the evolution of the web. AI is redefining what websites can do for a business, dramatically expanding their role and impact. As always, progress brings complexity and the challenge remains the same: making powerful technology accessible to everyone.

In this new era, website creation needs to be precise, clear and built on trust. With an overwhelming number of AI tools entering the market, users need to immediately understand what truly works, what is reliable and how their ideas turn into a real, functioning website. AI has also introduced a healthy level of skepticism, raising the bar for clarity and credibility. This is where deep understanding of the landscape matters and where experience makes the difference.

With AI agents and AI-powered search engines shaping how people discover businesses, showing up in the right way across these new channels is becoming essential. But doing so requires navigating a web of standards, technical details and constant change. This is not something users should have to navigate alone.

Just as Wix has done at every major shift of the web, we take on the complexity so our users do not have to. We understand how this new AI-driven ecosystem works, where websites fit within it and how to build for what comes next. As we once democratized website creation, we are now democratizing participation in an AI-powered web.

Introducing Wix Harmony

Wix Harmony marks the next evolution in how websites are created at Wix.

At its core is vibe coding through natural language, allowing users to describe what they want and see it come to life instantly. AI and visual editing work together in a single experience, so users can generate, refine and customize their site without jumping between tools or workflows. Creation is faster and more intuitive, while full control remains firmly in human hands.

Unlike many AI-first tools built for quick demos, Wix Harmony is designed for real businesses. AI is native to the platform, not layered on top, so changes are applied consistently across the site. Users can move fluidly between prompting and hands-on design, confident they are building something stable, scalable and ready to grow.

Every site runs on Wix’s proven infrastructure, with advanced commerce, payments, SEO and GEO, accessibility and scalability built in by default. As AI evolves and new standards emerge, Wix absorbs the underlying complexity so users can focus on creating and running their business, not managing the machinery behind it.

Leading the way for businesses in a changing landscape

The future will bring new complexities, accelerated by the rapid pace of AI evolution. While large companies have the resources to keep up, smaller businesses risk falling behind. This is exactly where Wix will continue to play a crucial role by closing the gap, empowering every entrepreneur and ensuring they stay competitive in this fast-changing digital landscape.

Wix Harmony reflects our long-term view of how the web will be created: AI-driven, human-directed and built on systems that can support real businesses at scale. Market sentiment may fluctuate, but our focus remains steady: building durable products that help people create, run and grow their business online.