Wix and AI: Omer Shai Revolutionizes Marketing

Omer Shai, CMO of Wix: AI at the Heart of Marketing Transformation

Omer Shai, the Chief Marketing Officer of Wix, has embarked on reorganizing his department by relying on so-called "full-stack" marketers. This transformation heavily relies on the integration of artificial intelligence (AI) agents and "super agents" to reshape the company's marketing practices.

For several years, Shai's team has been using AI to boost creativity and simplify workflows. By collaborating with language models such as ChatGPT, Gemini, and Claude, Shai has been able to clarify his expectations and ideas, even though he does not consider himself an expert in writing or content creation. Thanks to these tools, he can realize up to 70% or 80% of his initial concepts.

Optimized Management Through AI

Based in Sydney, Australia, Shai has to juggle meetings very early in the morning or late at night. To cope with the constraints of his schedule, he developed a super agent through Base44, a company acquired by Wix the previous year. This super agent automatically sends reminders and preparation documents the day before meetings, allowing Shai to start his day fully informed.

As the head of operations at Base44, Shai has integrated his agent with tools like HubSpot, his emails, and his calendar. This enables him to track incoming leads and receive alerts based on their urgency and potential. The daily reports generated by the agent provide an overview of lead health and their progression in the pipeline, without requiring the intervention of other team members.

AI as a Catalyst for Productivity

Shai has also implemented a social listening application to analyze online posts and social media, measuring engagement and generated traffic. Preferring to use WhatsApp, he developed an agent that interacts with Slack to relay essential information he might miss.

For Shai, AI represents a true "superpower," enhancing his intellectual capabilities and expanding the realm of possibilities. While it is difficult to precisely quantify time savings, AI does not merely accelerate processes; it redefines what is achievable.

Towards a Team of "Full-Stack" Marketers

Shai is working to transform traditional roles within the marketing department, such as content writer or product marketer, by fostering the emergence of "full-stack" marketers. These versatile professionals are capable of managing projects from start to finish, supported by systems such as brand guidelines and structured feedback.

This approach aims to make the department more agile, speeding up the transition from idea to production. For instance, a designer is no longer hindered by waiting for textual content from a writer. Shai is looking for curious and open-minded individuals who can adapt quickly.

He believes that this transition will be easier for the younger generation, who are less entrenched in traditional methods. By breaking down barriers between roles, Shai allows designers to create content and manage text, a change initiated several years ago and facilitated by AI tools.

The combination of human talent and powerful AI tools enables individuals to surpass the limits of their initial domain, paving the way for a new era of creativity and efficiency in marketing.