Wix Found the Answer to AI by Becoming It
AI was supposed to make WixWIX obsolete — it wasn’t able to. As investors bet that AI would swallow the industry whole, the website-building platform’s stock nearly halved over the past six months. Now, after topping earnings expectations and launching its own AI suite,WIX has surged 23% in the past month — looking less like a casualty and more like a convert.
- Wix closed 2025 with $1.99B in revenue, up 13% from the preceding year — while a 30% adjusted free cash flow margin proved durable growth.
- For 2026, Wix guided mid-teens growth and plans to complete the majority of a $2B buyback — backed by a fresh $250M equity investment.
The blueprint: Two new products are behind the recovery. Harmony, Wix’s new AI website builder, lets users build through its usual interface and natural language — executing surgical changes without crashing the site. Pair this with Base44, acquired less than a year ago, which takes Wix beyond websites into custom software applications, already hitting $100M in ARR. That said, the latter’s hyper-growth is expensive to sustain, compressing margins in the process. Even saviors come with a price tag.