The high expectations set by The Grid’s original announcement have left its early backers—those who invested prior to the product’s release—feeling underwhelmed. Despite significant investment, The Grid has yet to fulfill its promise, leaving it languishing in protracted beta testing with a cloud of mixed feedback. Against this backdrop, Wix ADI’s debut may reignite debates over AI’s impact on the future of design roles, yet such concerns are unnecessary.
Despite the hype, Wix’s new offering is not truly an AI, at least not by the standards of groundbreaking innovations such as those NASA might employ in space exploration or IBM in advanced data analysis. In reality, both Wix ADI and The Grid are advanced tools – similar to automated machinery in manufacturing – and should not be confused with the highly skilled work of professional designers.
Marketed towards small business owners who may not have the budget for custom design services, Wix ADI doesn’t aim to disrupt the web design market—although it wouldn’t shy away from doing so. Small business owners often find the concept of a “dynamic template” confusing, so framing the service as “AI” helps paint a clearer picture of Wix ADI’s value proposition.
As a web designer, you can see through the marketing. To operate Wix ADI, users are prompted with a mere five questions—one of which is simply, “What’s your name?”. The others involve the website’s purpose, any special features needed, the business location, and the desired aesthetic style. According to Wix’s Nir Zohar, this scant information is sufficient for Wix ADI to conjure up a unique, professionally designed website with a multitude of possible variations, ensuring no two sites appear the same.
The true test of Wix ADI’s competence will come with time. Its rollout to Wix users is forthcoming, but global availability remains pending. Wix has already launched one site created with ADI: jesskellytrainer.com. While the site may not dazzle with its design, feature flawless code, or excel in SEO, it’s arguably more polished than some higher-priced alternatives.
Pricing details for Wix ADI are not yet public, but affordability is a hallmark of the Wix brand, suggesting cost-effectiveness will be a key feature. For budget-conscious clients, particularly those spending less than $100, it presents an attractive solution. Wix ADI is not positioned to outpace individual freelancers or agencies. However, it may generate some tension among services that convert designs into WordPress themes.
For designers, it can be challenging to welcome automation, perceiving it as diminishing the craft of design. Rather than resisting, we should celebrate innovations like Wix ADI, which underscore the unique value that designers offer their clients. Wix deserves recognition for bringing a new product to market, a commendable feat in itself. While it’s a stretch to classify this as AI, Wix ADI stands to simplify the template selection process, and for some businesses, that’s just the kind of support they’re looking for.
