The future of website creation: Avishai Abrahami on AI and Wix’s vision

Artificial intelligence is transforming how websites are built and managed. Avishai Abrahami, co-founder of Wix, shares his insights on the evolving role of AI in digital presence, Wix’s product strategy and why websites will remain essential in an AI-driven future.

1. Will AI platforms like ChatGPT replace websites, or just change how we access them?

In my opinion, there are two ways this could go. One is that everything happens inside ChatGPT, it becomes the internet and knows everything about it. The other scenario is that you go to ChatGPT or something similar, and when you ask a question, it will go and retrieve information from other websites’ servers and present it.

The first option is that ChatGPT will include all the internet inside, meaning ChatGPT will have to hold all the knowledge of the internet on OpenAI servers. All the textual information, all the inventories and all the transactions. For example, it will have to know the inventory of all eCommerce stores on the internet, when they sold an item and what inventory is left. For a gym, it will need to write scheduling information, when a class is available, if it was paid for, what the cancellation policy is, and it will need to do it for everything—all the knowledge in the world—every type of data, financial data, commercial data, legal and more.

To build it, you will need a huge database, one that can hold endless amounts of records, in an endless amount of structures. It is probably a billion times more complicated than the most advanced Oracle database version that exists.

Personally, I’d imagine that Sam Altman’s focus and priority is continuing to advance AI itself, not developing an impossible-to-build database and an eCommerce stack.

The second option is that OpenAI and all the other LLM vendors will simply communicate with the servers (websites) of each business, and let each business maintain its own data and transaction rules.

So when you want to buy a red dress, the LLM will communicate with the website agent and ask if they have it in the inventory, and continue to communicate to do the transaction.

I'm a big believer in that second option, and the MCP standard is already a step in that direction—where servers communicate with agents to deliver real-time information and take action.

Platforms like Wix, Shopify and Squarespace will need to build those bridges, and we've already started. With technologies like MCP, AI agents can connect directly to the Wix infrastructure and access real-time content.

2. What do you think about the future user interface, is it all prompt-based?

I don't believe so, there’s a reason movies are more popular than books. Visual results matter. We are entering a future where creating amazing interactive visuals will become possible—just look at all the new image and video generators coming out every day. Brands will have better ways to present products and services. We can already see the first steps toward visual agents and avatars.

I believe we will see a future where the LLM agent will “invite” the website agent to join the conversation, and both will plan together the best visual experience for the user, which of course means that in the future we will have a bigger need for advanced content creation.

So yes, the interface is evolving, but you’re still accessing the website (or its agent), just with a more personalized experience.

Personally, I am very excited about it and I think in the near future we will be able to create amazing visual and audible content.

3. How do you envision AI shaping website creation?

We were the first to release generative AI for website creation with ADI back in 2016. It significantly improved customer satisfaction and conversions because users could do more, faster, with better business outcomes. AI simplifies complex tasks like design, enabling more advanced web presence without the need to master complicated tools.

We’re very excited about what’s coming. In the next five to 10 years, we’ll see a major shift from static, click-and-read interfaces to live agents that speak and present content dynamically. Textual prompts alone won’t be enough because brands rely on immersive, visual experiences.

Websites will become more complex, with multimedia and intelligent agents enabling highly personalized scenarios. It’s an exciting future, and Wix is committed to empowering customers to define and deliver those dynamic experiences.

4. How is Wix adapting its SEO and technology to thrive in a future shaped by AI-powered search?

We’ve developed Generative Engine Optimization (GEO) to prepare Wix sites for AI discovery. We provide server-side rendering so AI can access site content easily.

We include default structured data markup to help AI understand and deliver your content, site or brand name in its answers. Our analytics track AI-driven traffic and engagement. We support emerging standards like llms.txt, and we’re partnering with platforms like OpenAI to surface product feeds in generative search.

Soon, we’re launching a Connect to Bing feature to help users appear in AI-powered Bing results. These initiatives ensure Wix users can thrive as AI reshapes how people search and discover content.

5. How can Wix keep a competitive advantage when AI can already build websites?

It’s true that LLM can generate a basic website. But those sites are very simple. They don’t have backend infrastructure, hosting, payments, scheduling or fulfillment. For OpenAI to compete at that level, they’d have to stop working on AI and start building complete business systems. I’d be very surprised if that’s their strategy.

It’s much more scalable for them to just say, “Hey Wix, this user saw your product. Can you show it to them and tell me how to present it best?”

That’s why the infrastructure behind the website, like what we’ve built at Wix, will be even more relevant five years from now. Especially as we move into this world of agentic systems, where AI doesn’t just answer questions, but also takes actions. The more advanced that world becomes, the harder it will be to build everything from scratch. You’ll need platforms like Wix that already have these capabilities and constantly evolve them. And that’s our real strength.

6. What is Wix’s overall strategy for AI?

Our strategy is clear, empower self-creators and agencies, people who want to build things on their own. AI now lets them do so much more. Our role is to give them the tools to do it, editing images, generating videos or building advanced websites and agents.

We’ve always focused on providing users with the tools to create stunning content, and AI just lets us add more to the puzzle. You used to need a graphic designer. Now you can generate high-quality visuals instantly yourself.

We’re building tools that eliminate the headaches small businesses face. And while some of the pieces are still being developed, we’ve already built the Model Context Protocol (MCP), which is foundational. Every modern website will need it. It prepares us for a future where AI agents are key parts of the web.

In the end, this is what we do. We leverage AI to let our users do more, faster, and at a higher quality than ever before.

To accelerate this vision, I’m excited to share that we’ve just acquired Base44, a hyper-growth AI startup pioneering AI-powered code generation and multi-agent orchestration.

The tech landscape is undergoing a major transformation as vibe coding gains momentum, shifting creation from manual development to intent-driven software development. This new approach allows people to simply express what they want to build, while intelligent agents do the heavy lifting.

Base44 enables anyone to create fully functional, custom solutions and applications using natural language, eliminating the need for traditional coding. They are pioneering AI-powered technology that pushes us toward a future where building digital experiences and solutions is driven by intent, not complexity. Their platform lets anyone simply express what you want, while intelligent agents bring it to life instantly and intuitively. You can try it for yourself.

Maor Shlomo, founder and CEO of Base 44, and his team move fast and fearlessly, combining rare vision with deep technical expertise. In a short time, they’ve built something that's not only technically impressive, but perfectly aligned with where I believe the future of digital creation is headed. The team has already attracted a passionate and growing user base who see the power of what they’ve built. You can read more about the acquisition here.

What they’ve built is fully aligned with our direction.

The internet is becoming more dynamic, more agentic and more personal—and we’re ensuring our users don’t just keep up; they lead the way.