Wix, a leading platform renowned for its web design tools, is set to unveil a groundbreaking generative AI feature that enables customers to effortlessly create and customize iOS or Android apps using simple English descriptions. This innovative capability, launching this week within Wix's app builder tool, guides users through an intuitive, chatbot-like interface, collecting information about their app’s goals, intent, and design preferences. Based on this input, Wix’s AI crafts a tailored app that users can refine further through the app editor, and enhance with various first- and third-party integrations, widgets, and connectors.
This new AI-driven app creation follows the success of Wix’s AI website generator, introduced last July, which can generate a complete site template with text and images based on user-provided descriptions. Wix co-founder and CEO Avishai Abrahami emphasizes that these new AI solutions form part of Wix’s broader strategy to deliver “custom AI solutions” that empower businesses to rapidly develop digital experiences. “Wix’s mission has always been to enable anyone to establish an online presence, including mobile apps,” Abrahami stated. “Our experience has taught us invaluable lessons in AI and user interactions as they craft their digital identities.”
Create Apps from Scratch
Wix's new AI-powered app builder, available with the premium $99-per-month Branded App plan, generates app code that is truly “fully native” for both iOS and Android platforms. Users have the freedom to personalize their app’s branding, layout, and features, including icons and themes, and can preview the finished product prior to submitting it to the Apple App Store or Google Play Store. “Our AI aims to relieve users of the majority, if not all, of the challenging work,” Abrahami explained. “By providing detailed answers during setup, users can expect a more personalized and comprehensive AI-generated app.”
While this sounds promising, initial reviews of Wix’s AI site builder have been mixed, with early users reporting bugs and generic outputs. Given that the underlying technology is similar—inclusive of updated generative AI models—what assurances do users have that Wix's AI app builder will outperform its website counterpart? Abrahami addressed these concerns, asserting that the feedback for the site builder has been “overwhelmingly positive,” with customers reportedly creating hundreds of thousands of AI-generated websites since its debut.
A Higher Bar for Security
The stakes rise considerably with app development, particularly regarding security. Reports indicate that generative AI tools are prone to introducing erroneous code into codebases, exacerbating existing bugs and security flaws. Research from Purdue reveals that over half of the coding solutions provided by OpenAI’s ChatGPT are inaccurate. Abrahami acknowledged that similar to other generative AI tools, the app builder may also produce mistakes, but he reassured users of Wix's ongoing commitment to “[improving] the product continually.” “Our dedicated security team implements and maintains stringent security measures for all our solutions, including the mobile app builder,” he affirmed. “All applications and code undergo routine security and penetration assessments.”
Can AI Replace Developers?
If Wix’s AI-enabled app designer performs as promised, it could disrupt the multi-billion-dollar sector of smartphone app development for brands. Competitors like FlutterFlow, Crowdaa, and the Mobile-First Company are already utilizing AI in various capacities. A quick search on Fiverr reveals a plethora of highly-rated app developers, many of whom charge fees comparable to the subscription cost of Wix’s AI app builder.
Abrahami emphasizes that Wix does not intend to replace developers; rather, the goal is to provide options for customers seeking a more accessible route to app creation. This tool is designed to tightly integrate with Wix's broader product ecosystem, potentially attracting its millions of existing users, and offering features such as usage analytics and streamlined app updates through relevant app stores. “Professional developers remain essential, particularly for intricate and specialized app projects,” Abrahami noted. “There is room for both avenues to app development.”
However, app developers may have differing perspectives—and they may not feel they have much leeway in this evolving landscape.
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