AI Integration Into Wix’s Email Platform

Wix, a leading website‑builder platform, announced the integration of a generative artificial intelligence (GenAI) tool into its email editor. Named Email Assistant, the feature is designed to help users create marketing emails more efficiently by handling layout, visual, and messaging elements through a conversational interface.

How the Assistant Works

Users initiate a chat with the Assistant, describing the campaign’s goal, tone, and any initial ideas. The AI then accesses business data previously entered into the Wix business manager and generates a complete email draft that includes copy, visual sections, and suggested design themes. The draft can be tweaked further through ongoing conversation, allowing users to adjust content or design without leaving the editor.

Design Enhancements and Flexibility

Beyond the conversational drafting, the AI editor adds a gallery of pre‑generated sections, editable design themes, customizable settings, and flexible layout controls that let users move sections around. These tools aim to provide a more intuitive experience compared with traditional, manual email creation.

Human Oversight Remains Essential

Wix emphasizes that while the AI can accelerate the creation process, marketers should continue to review and refine the output. The Assistant is positioned as a support tool rather than a replacement for human creativity, ensuring that final emails maintain brand consistency and quality.

Availability and Language Support

The Email Assistant is currently available to Wix users in English. Wix has not announced plans for additional language support or a timeline for expansion.

Leadership Perspective

"Whether a user needs help brainstorming an email marketing campaign, wants to get a head start with AI, or build an entire email from scratch, the Email Assistant makes it possible," said Linas Daugirdas, Head of Wix Emails. "From designing the layout to crafting compelling content, creating effective marketing emails is often time‑consuming and complex. Our goal was to remove those barriers. The Email Assistant does just that – it’s like having a marketer and designer built right into the editor."

Strategic Implications

By adding AI capabilities to its email marketing suite, Wix aims to differentiate itself from other website‑building platforms and compete more directly with dedicated email‑marketing services. The company suggests that the AI‑driven workflow can lead to higher‑quality emails and better engagement metrics, though it advises users to treat the tool as an aid rather than a full‑service solution.

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