Long gone are the days when you would utter the words “AI” and be met with blank stares. Today, it’s no longer a matter of “What is AI?,” but a matter of “How can I use AI to [fill in the blank]?”
AI has permeated nearly every industry, affecting everyone from the small business owner to the corporate giants of the world. Nowadays, a majority of businesses (64%) are optimistic about the impact of AI on their productivity, according to a recent Forbes Advisor survey. This begs the question, what’s next on the horizon for AI? How far have we come, and how far do we still have to go?
We spoke with four Wix experts from various fields to get their takes. Keep reading for their candid opinions on how much is left to explore when it comes to AI.
Note: The views and opinions expressed in this blog are those of the individual contributors and do not necessarily reflect the official position of Wix.
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Content marketing: “We’re in a mature stage”
“I'd say we're in a mature stage of the AI revolution. AI applications are integral to marketing strategies—with widespread adoption of tools for content creation, data analysis and campaign optimization. As technology advances, we keep exploring new ways to use AI for more sophisticated and personalized marketing efforts. AI tools already assist my team in overcoming writer's block and improving the quality of our work. AI-powered analytics platforms also help us analyze consumer trends, track campaign performance and optimize marketing strategies.
Looking ahead, AI will bring even more significant changes. We expect advancements in personalization for hyper-targeted content delivery. AI-driven automation will streamline routine tasks, giving marketers more time for strategic planning and creativity. Additionally, AI will enhance customer engagement through smarter chatbots, personalized recommendations and seamless interactions across various touch points.
The challenge will be in making sure that AI is fair and transparent. We’ll need to address biases in algorithms and ensure robust data privacy measures. Additionally, there's a need for more professionals who understand both marketing and AI to fully unleash the potential of AI in our field. Ethical considerations are crucial, and responsible use of AI technology is a continuous concern.” - Nirit Braun, Wix content lead
Graphic design: “We are on the ground floor”
“Compared to AI text generation, AI image generation is still in the early stages. We are still on the ground floor. AI right now is still fluffy and new age-y.
Now, it’s time that we take it to the practical level. AI provides this opportunity to bridge the gap between small business owners and the huge corporations that have exponentially more design resources.
This is where the magic is happening—in being able to take what the user wants to achieve and proactively building the media that suits their exact preferences. Or, taking something that the user has already created and making deeper changes to the details. This may not sound all that exciting, but it’s actually very ambitious from a technical level. Just being able to take a picture of a product and put it against any backdrop without distorting the proportions or affecting quality in a way that misleads consumers is challenging.
Just like how these days someone might type something into ChatGPT and assume the output is correct, we need to assume the same with AI image generation. It needs to be done responsibly and accurately. Ultimately, we also want to be able to preserve the creator’s voice when generating images for them with AI; instead of simply creating graphics that are beautiful, we want to create graphics that actually match a person’s brand and voice.” - Ido Kosover, head of Wix Media
Marketing overall: “It’s still relatively early”
“Everything is moving really fast but it's still relatively early. There’s so much that we have yet to see.
But I think in the near future, the biggest impact that AI will have in terms of marketing will be in personalization. It will help companies big and small go global from day one. For example, let’s say there are three people in a meeting. I speak English, somebody else speaks Spanish and another person speaks Italian. AI is like a magic device that can take what I say in English and personalize it to each person according to their language and culture. Or, in another instance, one concept can be explained at multiple levels so that both the PhD student and a five-year-old can understand.
You’ll be able to create one advertisement and have it redesigned for 50 different languages instantly. Or, you could record a video with one actor and dub it—or even change the actor’s clothes, expressions or body movements—to appeal to 50 different cultures.
In the grand scheme of things though, I think all this new AI technology will be best used when it makes more time for human beings to be human. It's like going to the doctor’s—these days, you’ll see doctors spend all their time putting info into their records and stressing about documentation that they don't even make eye contact with you, their patient. They’re busy doing all the things that robots could be doing.
But AI is teaching us that humans don’t have to do everything. If you view AI as an assistant and not as a replacement, you’ll benefit the most. And soon we’ll see the experts—the people that are really good at their jobs, who are very creative or who have the most unique takes—will be able to scale themselves.” - Shachaf Rodberg, Wix marketing trend analyst
Learn more about how AI is transforming business as we know it.
Ecommerce: “This is just the beginning”
“The AI breakthroughs we’ve witnessed over the last year are just beginning. Right now we’re seeing generative AI dominate headlines and become mainstream. In terms of eCommerce, merchants are already using GenAI on a daily basis to create original content for their digital storefronts, social media, email marketing, SEO—and more.
Pretty soon, though, we’ll see the democratization of advanced machine learning (ML) algorithms. Capabilities that were once limited to eCommerce giants will be accessible to any and every online seller. For example, any online seller will be able to benefit from a continuous data loop process, in which customer data is captured, analyzed and applied to optimize their stores automatically in real time.
Think: being able to hyper-personalize your storefront to display specific products in a unique order for every shopper, and being able to personalize promotions to each buyer so that they’re more likely to follow through on a purchase. Or, imagine being able to adjust pricing to optimize your profits in real time based on market demand and competition. As yet another example: predictive inventory management, in which AI will forecast product demand for you to prevent over- or under-stocking at any given moment. The scope for innovation is vast in eCommerce.” - Oren Inditzky, Wix VP & GM of Online Stores
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