Wix CEO Avishai Abrahami on why the web isn’t dying after all

The co-founder of website builder Wix is embracing generative AI, and he’s not too worried that it might destroy the business models of the web.

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Today, I’m talking with Avishai Abrahami, the CEO of Wix. You might know Wix as a website builder. It’s a competitor to WordPress and Squarespace. Tons of sites across the web run on Wix. But the web is changing rapidly, and Wix’s business today is less about web publishing and more about providing software to help business owners run their entire companies. It’s fascinating, and Avishai has built a fascinating structure inside of Wix to make all of that happen.

Wix is also an Israeli company. Avishai joined from the company’s headquarters in Tel Aviv. And I’ll just tell you right up front that we talked about the Israel-Hamas war and its impact on the company and that this conversation was not always comfortable. But more on that in a moment.

The main theme of our conversation was, of course, the future of the web, especially a web that seems destined to be overrun by cheap AI-generated SEO spam. I’ve been asking a lot of people why anyone would really want to build a website in 2023. So many small businesses and creators are turning to platforms like TikTok or Instagram, never giving the web a second thought.

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