After more than two decades at Wix, I still get that “season opener” feeling on days like today. Launching Wix Harmony isn’t just another release for us. It’s a platform that meets our users exactly where they are. Built with precision, it blends the very best of AI and manual creation in a way that reflects how real people actually build, work and grow. For me, the exciting part is being reminded that every meaningful step we take in technology starts with our users, and the value we deliver them.

At Wix, we’ve always been obsessed with one thing: empowering people to build online in a way that’s beautiful, powerful and drives their business forward. No matter how advanced our solutions become, we still believe that creation should feel natural and limitless. The AI shift hasn't changed this philosophy; it’s accelerated it. I’m constantly pushing our teams to leverage AI internally to find more efficient ways to create better results, and we are fueled by that exact same mission for our users. By delivering them the most sophisticated, tailor-made AI tools, our users can move faster and build incredible websites with even more confidence and efficiency.

If you look at our evolution here at Wix, it’s like a winning football team that evolves its playbook season after season. To stay at the top, it is all about the roster, the play calls and the ability to adjust at halftime. In 2008, we started with “Free Website” because the first step was obvious: open the gates and let everyone in. Then we added “Stunning,” because aesthetics are not vanity; design converts. By 2012, we leaned into “Easy”, because if it isn’t approachable, it doesn’t scale. In 2017, we added “Professional” to speak to agencies and studios. We had to earn the right to talk to professionals. That word wasn’t a tagline; it was a promise that you could build to an elite standard on Wix.

Today, with Wix Harmony, we're making creation truly “Natural” and “Limitless.” You can move faster than ever before, in a way that feels comfortable to you and shape the exact vision you have in mind. Wix Harmony puts the creator’s needs at the center, combining AI speed with drag-and-drop precision on top of Wix’s professional-grade, scalable infrastructure. For years, the industry forced a tradeoff: move fast and lose control, or be precise and lose time. Wix Harmony removes that compromise, giving efficiency, flexibility and full creative freedom in a single platform.

What I love about Wix Harmony is that it’s not a cold automation tool. It’s playful and intuitive, perfectly blending AI and human creativity. You can vibe code your idea and watch it materialize, then refine every detail manually. You just describe what you want in natural language, and Aria - Wix Harmony’s AI agent - generates full pages, layouts, components and content in seconds. At any moment you can take the reins and dial in on any pixel, so every section, interaction and element is under your direct control. You can build at a speed that was unimaginable just a few years ago, while your final site precisely reflects your voice, your goals and your standards.

Wix Harmony marks a new era for web creation. It closes the gap between imagination and execution in a creation experience that feels as natural as thinking.