Updated: Aug 19
Running a business is entering a new phase. The products that define this next phase will understand what is happening behind the work, from customer relationships and operational needs to the decisions that keep everything moving.
That business understanding matters because the right action at the right moment can change the trajectory of a business. A faster follow-up, a more targeted marketing campaign, a better scheduling decision, or a more thoughtful customer message can make a real difference.
At Wix, we are in a unique position to build for that future by combining our years of experience working with hundreds of millions of businesses across different verticals, countries, business models, and stages of growth, with the work we do with them today.
We see the patterns, the operational realities, and the moments where technology can create real leverage and this perspective has shaped the way we think about AI. It is not enough for AI to answer questions or gautomate isolated tasks. To be truly useful, it needs to understand the business, connect the dots, and help turn insight into action.
Introducing Symphony by Wix
Symphony by Wix is our new AI agent platform for businesses, built to bring AI agents into the rhythm of running and scaling a business. These agents can understand context, coordinate with each other, plan work, take action, and keep things moving with the owner always in the loop.
It's a standalone AI orchestration product built to support businesses wherever they are today, from those looking to manage operations more effectively to those ready to go further, move faster, and grow.
How Wix has been building to this moment
Symphony is possible because of the technology, infrastructure, and business knowledge Wix has built over many years. We have consistently pushed to make business technology more intelligent, more accessible, and more useful for the people running companies every day.
Orion, our AI personal assistant designed to manage administrative work such as client communication, updates, and scheduling, was an important step in understanding how AI can take on real business tasks. It helped us learn how intelligent systems can interpret intent, manage recurring work, communicate in context, and connect a user’s needs to meaningful actions inside the Wix platform.
Symphony builds on that foundation and takes it further. It combines AI agents with one of Wix’s most important assets, our accumulated knowledge of what businesses actually need in order to succeed.
At the center of Symphony is what we call the Genome. The Genome is the intelligence layer behind the product. It is built from everything Wix has learned across hundreds of millions of businesses, from commerce and bookings to services, hospitality, fitness, transportation, restaurants, events, and many more verticals. It reflects years of patterns, best practices, operational knowledge, and business logic that we have seen play out across the Wix ecosystem.
Going deeper into the Symphony Genome
The Genome turns Wix’s knowledge into hundreds of distinct, practical and specific skills that Symphony agents can use. They help agents understand the difference between a booking-heavy wellness studio and a taxi fleet, between a local cafe and an online retailer, between a business trying to improve customer retention and one trying to increase conversion.
A business in Dubai does not operate exactly like a business in Dublin, and a salon does not need the same support as a logistics company. The Genome helps Symphony understand those differences and apply the right knowledge to the right business at the right moment.
That is why I am so excited to launch Symphony, with powerful technology connected to real business knowledge. Its agents are able to understand what kind of business they are supporting, what the business is trying to achieve, what work needs to happen next, and which actions can help move it forward.
Explore what are the best customizable AI agent platforms.
How Symphony by Wix works
Learn What is an AI agent builder.
When a business starts using Symphony, the agent platform creates a set of agents tailored to that business. Each agent receives the relevant skills from the Genome and begins working in coordination with the others. One agent may focus on customer communication, another on operations, another on marketing, and another on business opportunities. They are designed to understand their roles and to work together toward the same goals.
This is what makes Symphony feel less like a tool and more like a team. Each agent has a clear responsibility, but none of them work in isolation. They share context, coordinate priorities, and support the same business outcomes. For a business owner, that means having a team that is always looking at the business, identifying what needs attention, and helping move the right work forward.
Every morning, the agents meet. They review what is happening in the business, assess goals, identify opportunities, prioritize work, and create a plan based on the owner’s goals, instructions, and intent. Some tasks can be executed autonomously within those guidelines, while others are brought to the business owner for review and approval. The important shift is that the business can keep moving even when the owner is not sitting in front of a dashboard or typing instructions into a chat, while still acting in line with what the owner has set out for the business.
Symphony by Wix is a new way to grow and run a business. Its built to understand the business and help move it forward proactively, with agents that can identify what needs to happen and take action at the right time.
Symphony in action: a taxi company, driver coordinator and personalization at the center
One of my favorite early examples comes from a taxi company using Symphony by Wix. When the agent platform analyzed the business, it looked at the company’s operations, communication patterns, daily challenges, and goals. Based on that understanding, Symphony created an agent with a very specific role, a Driver Coordinator.
That role matters because of this business’s specific needs. Coordinating with drivers is about much more than sending messages or answering questions. It requires understanding urgency, availability, routes, customer expectations, and the way drivers actually communicate during a busy day. Symphony understood that drivers can sometimes be frustrated and that effective communication in this context requires patience, clarity, and consistency. That crucial behavior became part of how the agent operates.
The Driver Coordinator was created for that business, with the right skills, the right tone, and the right understanding of the work. This is what personalization should mean in business technology. The system understands the context deeply enough to create support that fits the business.
We have already seen users exchange thousands of messages with their Symphony agents. These are substantive conversations about operations, strategy, customers, goals, and growth. The agents are becoming part of how these businesses think, plan, and work.
An agent platform that gets smarter with every action
The Genome we are launching with today is powerful, and it is only the beginning. It is currently built on the deep knowledge Wix has accumulated over years of working with businesses. The next phase will make it more dynamic, with the ability to respond to real-time trends, market shifts, and changes in the world around each business.
As the Symphony Genome becomes smarter, the agents become smarter and as we expand the number of verticals and skills, Symphony becomes more capable. That means a new standard of operating for businesses.
A new standard for how businesses are run and grow
I have been at Wix for a long time and I have watched the company evolve from a website builder into a complete business platform. Symphony represents the next major step in that evolution. It brings together our technology, our AI capabilities, and our understanding of business in a way no one else has.
Every business owner wants their business to run smoothly, keep customers happy, and keep growing. Symphony gives them a new, better way to do that.
Explore more best AI agent platforms.
