Wix AI Text Creator
Wix’s first generative AI writing tool, and a foundation for AI in the Editor
WIX
•
2023
The Wix Editor is a drag-and-drop website creation platform enabling users to build and publish professional sites without coding.
Opportunity
Writing copy was one of the biggest barriers to finishing a website. Users lacked time and writing confidence, while Wix’s legacy text tool produced generic, not personalized results.
As a senior designer, I created Wix’s first production GPT-3 writing experience directly inside the Editor, partnering with Product, Engineering, Data, Content, and Legal from initial 0-to-1 definition through launch and iteration.
Ship > learn > iterate
01
Launch a focused first version
Generative AI was brand new to both our users and Wix. Rather than waiting for a "perfect" vision, we launched a focused MVP to learn from real user behavior.
I chose structured inputs (dropdowns & prompts) over an open chat interface, giving non-writers clear guardrails while making the experience faster to build, guide, and validate.
73%
more users copied or used generated text than with Wix’s legacy Smart Writer
02
Strong output, clear friction
Beta users described the content as 80–95% ready to use and said it saved time. But the experience still created friction: users moved repeatedly between inputs and results, some fields were unclear, and they wanted more control over tone, length, and repeated output.
🥸
User’s feedback
80% of the content is ready
Relevant output and clear time savings
🥸
User’s feedback
Tone, length, clearer inputs, and fewer repeated results
🥸
User’s feedback
Users found the tool by chance and did not remember how to return
03
Improve the workflow and discovery
Keep inputs and results in view
I redesigned the layout to bring input fields and generated options into the same view. This allowed users to tweak prompts and apply text instantly without toggling back and forth between screens.
Zero state - Start a request
Review generated options
Edit or use the result
Move AI directly into the writing workflow
The tool worked well once opened, but discovery was low because the entry point was not prominent. I moved the launch trigger directly onto the selected text element on the page, placing AI right at the exact moment of user intent.
88%
more AI Text Creator panel opens after introducing the contextual entry point.
59% of first opens came through the new entry point.
Product impact
We ran an experiment comparing AI Text Creator with Smart Writer across roughly 550,000 users per group. The new product performed better throughout the funnel and was rolled out to all English-language users.
66.8%
of users who generated text copied or used it (vs. 49.2% with Smart Writer).
36.8%
returned to use the product on another text component
+2.9%
increase in Collections revenue during the experiment (approximately $97.5K).
From text blocks to complete sites
Proven success on individual text elements gave Wix the evidence to explore a much larger opportunity: using structured AI inputs to generate full content across entire templates and site sections.
Generating content across a template
Choose a template
Add business context
Generate tailored site copy
Extending the model to new sections
Section context
Tailored copy & layout
A reusable pattern for Wix AI
As AI expanded across Wix, users were repeatedly asked for information the platform already knew.
I designed a pre-population pattern with a minimized state, keeping business info pre-filled and accessible without requiring re-entry. I documented this interaction pattern for reuse, establishing a standard across all subsequent Wix AI panels.
- Ai text creator open for user input
- Ai text for templatePre-populated from onboarding info
- Ai section creationSite name & type - minimised
Site name & type open a dedicated panelNew pattern established
Impact
AI Text Creator replaced a weak legacy feature with an experience users repeatedly chose to rely on. It proved the business value of embedded generative AI and set the interaction foundation for Wix's broader AI ecosystem, shifting AI from a standalone feature into a seamless part of the site-building workflow.
#
ai
#
user-voice
#
first-use
#
adoption
#
B2C
Wix AI Text Creator
Wix’s first generative AI writing tool, and a foundation for AI in the Editor
WIX
•
2023
The Wix Editor is a drag-and-drop website creation platform enabling users to build and publish professional sites without coding.
Opportunity
Writing copy was one of the biggest barriers to finishing a website. Users lacked time and writing confidence, while Wix’s legacy text tool produced generic, not personalized results.
As a senior designer, I created Wix’s first production GPT-3 writing experience directly inside the Editor, partnering with Product, Engineering, Data, Content, and Legal from initial 0-to-1 definition through launch and iteration.
Ship > learn > iterate
01
Launch a focused first version
Generative AI was brand new to both our users and Wix. Rather than waiting for a "perfect" vision, we launched a focused MVP to learn from real user behavior.
I chose structured inputs (dropdowns & prompts) over an open chat interface, giving non-writers clear guardrails while making the experience faster to build, guide, and validate.
73%
more users copied or used generated text than with Wix’s legacy Smart Writer
02
Strong output, clear friction
Beta users described the content as 80–95% ready to use and said it saved time. But the experience still created friction: users moved repeatedly between inputs and results, some fields were unclear, and they wanted more control over tone, length, and repeated output.
🥸
User’s feedback
80% of the content is ready
Relevant output and clear time savings
🥸
User’s feedback
Tone, length, clearer inputs, and fewer repeated results
🥸
User’s feedback
Users found the tool by chance and did not remember how to return
03
Improve the workflow and discovery
Keep inputs and results in view
I redesigned the layout to bring input fields and generated options into the same view. This allowed users to tweak prompts and apply text instantly without toggling back and forth between screens.
Zero state - Start a request
Review generated options
Edit or use the result
Move AI directly into the writing workflow
The tool worked well once opened, but discovery was low because the entry point was not prominent. I moved the launch trigger directly onto the selected text element on the page, placing AI right at the exact moment of user intent.
88%
more AI Text Creator panel opens after introducing the contextual entry point.
59% of first opens came through the new entry point.
Product impact
We ran an experiment comparing AI Text Creator with Smart Writer across roughly 550,000 users per group. The new product performed better throughout the funnel and was rolled out to all English-language users.
66.8%
of users who generated text copied or used it (vs. 49.2% with Smart Writer).
36.8%
returned to use the product on another text component
+2.9%
increase in Collections revenue during the experiment (approximately $97.5K).
From text blocks to complete sites
Proven success on individual text elements gave Wix the evidence to explore a much larger opportunity: using structured AI inputs to generate full content across entire templates and site sections.
Generating content across a template
Choose a template
Add business context
Generate tailored site copy
Extending the model to new sections
Section context
Tailored copy & layout
A reusable pattern for Wix AI
As AI expanded across Wix, users were repeatedly asked for information the platform already knew.
I designed a pre-population pattern with a minimized state, keeping business info pre-filled and accessible without requiring re-entry. I documented this interaction pattern for reuse, establishing a standard across all subsequent Wix AI panels.
- Ai text creator open for user input
- Ai text for templatePre-populated from onboarding info
- Ai section creationSite name & type - minimised
Site name & type open a dedicated panelNew pattern established
Impact
AI Text Creator replaced a weak legacy feature with an experience users repeatedly chose to rely on. It proved the business value of embedded generative AI and set the interaction foundation for Wix's broader AI ecosystem, shifting AI from a standalone feature into a seamless part of the site-building workflow.
#
ai
#
user-voice
#
first-use
#
adoption
#
B2C