Wix Launches AI-Powered Adaptive Content Tool for Personalized Website Experiences

Wix just launched a tool that aims to take website personalization to the next level

Users can get localized content, updates since their last visit, and more Wix, one of the best website builders around, has introduced a new AI tool with the power to completely redefine how we build, and consume, website content. The tool is an AI-powered adaptive content application that generates and modifies website content based on admin input and visitor characteristics. With the new tool, website admins are able to determine which elements will trigger content adaptation. These elements include visitor device, country, language, or whether the visitor is a returning user. Furthermore, they can set directives, such as that the AI should deliver engaging or sales-oriented content. The tool also allows users to simulate different versions of the text, showing what the visitors could see, without the content going live first. That means that the content a visitor sees on a website can be uniquely tailored just for that person. For example, a visitor might read a welcome message in their native language. They could see references to local holidays, pricing in local currency, or specific shipping policies. On mobile, they could see shorter, more concise content, and returning visitors might get a "thank you for coming back" message, or a highlight of something that changed since their last visit. Website developers can access the app through the Wix Editor and Wix Studio, App Market, or Dashboard, by searching for "adaptive" in the App Market, Wix explained. After installing the app, they can set the adaptive logic by choosing one of the pre-defined function templates. Wix will be hoping to further secure its position as one of the best AI website builders on the market with this new AI tool. "This application highlights how we can move beyond using AI to generate website content but leverage AI to dynamically adapt and personalize the live website experience for each visitor in real-time, empowering businesses to connect more effectively with their customers," said Muly Gelman, Senior Product Manager at Wix Personalize. "As a result, businesses can deliver engaging, personalized experiences that resonate with their audience, ultimately driving higher engagement rates and creating greater monetization opportunities." The app is now available to English Wix and Wix Studio users, with other languages gradually being rolled out. In my opinion, hyper-personalization is one of the most exciting ways that AI can help website owners build better sites and improve results. I've been waiting patiently for website builders like Wix to find a way to apply AI to help tailor website content specifically to individual visitors, so I was very pleased when I heard about this latest update. Historically, businesses have been able to apply customer data to make overarching business decisions, allowing them to adapt business offerings to segments of an audience. For example, if a business knows that 80% of its audience likes to be talked to in a casual tone, then it would make sense for them to create all marketing content in this tone. New AI tools, such as this one from Wix, take this to the next level, allowing businesses to use customer data to drive content personalization on an individual level. However, despite my excitement, I do have some concerns. AI generated content is notoriously subpar and almost always requires a level of editing in order to make it fit for purpose. This presents an issue. If we allow AI to deliver a totally tailored website experience, it becomes a near impossible task to maintain a level of quality control. So, we are left with two options. Either businesses develop a bank of curated content assets, which will improve the quality of customer interactions, but limit the level of potential personalization - or they allow AI to tailor all content, but risk quality levels being poor.

Wix's new personalised AI feature is both incredibly cool and a bit creepy

I would assume that in 2025, most creatives should already have some kind of professional online presence established by now, whether it's a basic LinkedIn profile, branded social media accounts, or a digital portfolio website. But website builders are getting much craftier lately, and Wix has just announced an advanced new AI-powered adaptive content feature, which is intended to personalise the web experience for any visitors coming across your site. Is anyone else a bit freaked out by that concept? If you've ever made or designed your own website using one of the best website builders, you'll know that it can take a lot of work (and sometimes even coding) to perfectly tailor every asset, page, link, blog post, and media for your site to look and perform as you want it to. Wix's new feature, however, has the power to adapt your website in real-time to offer unique messaging and content that has been tailored to each individual site visitor based on their characteristics - which I think is both incredibly cool and a little creepy. Wix says that its new AI-powered adaptive content application can be used to ensure a seamless visitor experience, without performance issues like increased load times getting in the way. I guess in this case it does make sense to optimise a website for whoever is looking at it, but something about having this kind of AI in the driver's seat just seems off to me. It's not necessarily the AI I have an issue with, but more the thought of every individual coming to a website seeing something different. As a photographer, I use my Squarespace portfolio site (one of the best website builders for photographers) to share my work, get my name out there, and offer a way for anyone to contact me about potential opportunities. I know that if I were looking to hire a photographer or graphic designer to help me with a project, then I'd be hoping for a website with a lot of authenticity and not one showing me exactly what I want to see or trying to sell me something based on AI-gathered data. According to Muly Gelman, Senior Product Manager at Wix Personalise "Website personalisation is now essential for delivering the relevant, engaging experiences today's consumers expect. This application highlights how we can move beyond using AI to generate website content but leverage AI to dynamically adapt and personalise the live website experience for each visitor in real-time, empowering businesses to connect more effectively with their customers." Maybe it's because I'm thinking of this application more from the perspective of a creative individual as opposed to a larger corporation or business, but either way, I'm not quite sold on this feature. Perhaps it could be great for creative agencies, for example, if it showed people the most relevant work to their location or displayed the correct currency for their region. Wix seems to be expanding more with AI-infused assets, including Astro, its latest all-in-one site and business management tool. For current Wix users, you can access this new adaptive content feature right now through Wix Editor and Wix Studio, or by searching for "adaptive" in the App Market. Take a look at our Wix Classic 2025 review if you want to learn more about what Wix can do for your business, or for some other creative-friendly choices, see our picks of the best website builders for artists.