Wix, renowned for its web design tools, is introducing a generative AI feature that allows users to create and edit iOS or Android apps simply by describing their desired features in plain English.
This new capability, launching in Wix’s app builder tool this week, uses a chatbot-like interface to understand the goals, intent, and aesthetic preferences of the user. Based on this information, Wix’s AI generates an app that can be customized further with first- and third-party integrations, widgets, and connectors.
The move towards generative AI-powered app creation follows the launch of Wix’s AI website generator last July, which produces site templates complete with text and images from a series of descriptive captions. According to Wix co-founder and CEO Avishai Abrahami, these AI products are part of a broader strategy to offer “custom AI solutions” to help companies quickly develop digital experiences.
“Wix’s mission has always been to empower anyone to create an online presence, including mobile apps,” Abrahami said. “We have gained significant insights into AI and how users interact with it to create their online presence.”
Creating Apps from Scratch
Wix’s new AI-powered app builder, which requires a $99-per-month subscription to the Branded App plan, generates app code that’s fully native to iOS and Android. Users can control their app’s branding, layout, and features, including icons and themes, and can preview the app before submitting it to the Apple App Store or Google Play Store.
“The goal of our AI is to offload most, if not all, of the hard work from the user,” Abrahami explained. “The more detailed the answers to the prompts during setup, the more personalized and complete the AI-generated app will be.”
While this sounds promising, reviews of Wix’s AI site builder have been mixed, with some users reporting bugs and generic-looking finished products. Given that the technology underpinning the new app builder is similar, why should users expect a different outcome?
Abrahami dismissed the criticisms, claiming that feedback on the AI site builder has been “overwhelmingly positive” and noting that customers have created hundreds of thousands of AI-generated websites since its launch. “We’re excited to extend this experience to mobile as well,” he added.
Security and Reliability Concerns
The stakes are higher with apps, particularly regarding security. Generative AI tools have been found to introduce errors into codebases and amplify existing bugs and security issues. Research from Purdue University indicates that over half of the answers provided by OpenAI’s ChatGPT to programming questions are incorrect.
Abrahami acknowledged that the AI app builder, like all generative AI tools, might make mistakes but emphasized that Wix is committed to continually improving the product. “Our security team implements and maintains robust security measures for all our solutions, including the mobile app builder,” he said. “The applications and code are subject to constant security and penetration reviews and monitoring.”
Impact on App Developers
If Wix’s AI-powered app designer works as advertised, it could pose a threat to firms and solopreneurs in the business of building smartphone apps for brands. Competitors include FlutterFlow, Crowdaa, and the Mobile-First Company, many of which also employ AI in various forms. Freelance developers on platforms like Fiverr offer similar services at competitive prices.
Abrahami insists that Wix isn’t trying to replace developers but rather provide an alternative for customers who want it. The tool integrates deeply with Wix’s wider product portfolio, potentially appealing to Wix’s millions of existing users, and offers features like usage analytics and app update handling through the relevant app stores.
“Professional developers continue to play a crucial role, particularly for more complex and specialized app projects,” Abrahami said. “There is room for both routes to app creation.”
While app developers might not agree, they will have to adapt to the evolving landscape.
