Wix Launches AI-Powered Adaptive Content Feature to Personalize Web Experiences in Real Time

Wix.com Ltd., a global leader in website building and SaaS solutions, has announced the release of its new AI-powered Adaptive Content application. Designed to deliver dynamic, personalized experiences to website visitors, the new feature enables site owners to customize content in real time based on visitor characteristics and specific instructions—enhancing engagement, improving user experience, and ultimately driving business growth.

The adaptive content app taps into session data from site visitors to dynamically generate and modify content according to user-defined rules. These can include variables such as device type, geographic location, language preferences, or whether the visitor is returning to the site. Users can also guide the AI by providing directives like “generate content that boosts conversions” or “focus on storytelling,” ensuring that the site messaging aligns with their goals.

One of the key benefits of this feature is the ability to preview different text variations before publishing, giving users a clear idea of how each personalized version will appear to different audience segments.

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The app is accessible via the Wix Editor, Wix Studio, the App Market, or the Wix Dashboard by searching for “adaptive.” Once installed, users can easily set content rules using intuitive templates and the “Set Conditions” function, which opens a setup window to define the logic and criteria for content personalization.

“Website personalization is now essential for delivering the relevant, engaging experiences today’s consumers expect,” said Muly Gelman, Senior Product Manager at Wix Personalize. “This application highlights how we can move beyond using AI to generate website content but leverage AI to dynamically adapt and personalize the live website experience for each visitor in real-time, empowering businesses to connect more effectively with their customers. As a result, businesses can deliver engaging, personalized experiences that resonate with their audience, ultimately driving higher engagement rates and creating greater monetization opportunities.”

The Adaptive Content feature seamlessly integrates with Wix Functions and Wix Automations, recently introduced tools that enable automated content generation and real-time customization. These AI-powered capabilities reduce manual workload and eliminate the limitations of traditional personalization strategies, which often require complex setup and maintenance.

Together, this suite empowers businesses to create more efficient, responsive, and personalized digital experiences—without compromising performance or page load speeds.

With the launch of Adaptive Content, Wix continues to advance its mission of making intelligent, data-driven tools accessible to businesses of all sizes, helping them deliver exceptional digital experiences that keep visitors engaged and coming back.