Wix, best known for its web design capabilities, is now introducing a new AI-powered feature that enables users to create and edit iOS or Android applications by simply describing their vision in plain English.
Scheduled to be added to Wix’s app builder tool this week, this innovative feature guides users via a chatbot-like interface to understand the goals, intent, and aesthetic preferences for their app. Once this information is gathered, Wix’s AI generates a customizable app. Users can further enhance their creation with integrations, widgets, and connectors from both first-party and third-party sources.
This AI-driven app-building feature follows the launch of Wix’s AI website generator, which was announced in July last year. This tool can produce a complete website template—with both text and images—based on descriptive captions. Wix co-founder and CEO, Avishai Abrahami, states that these new AI-driven products are part of a broader strategy to provide “custom AI solutions” that help companies swiftly develop digital experiences.
“Wix’s mission has always been to empower individuals to establish an online presence, including mobile apps,” Abrahami told TechCrunch. “We have gained significant insights into AI and user interaction throughout the process of helping users create their online presence.”
Apps from scratch
Wix’s new AI-powered app builder, which requires a $99-per-month subscription to its premium Branded App plan, claims to generate “fully native” app code for both iOS and Android. Users can control their app’s branding, layout, and features, including icons and themes, and preview their app before submitting it to the Apple App Store or Google Play Store.
“Our AI aims to handle most, if not all, of the heavy lifting,” Abrahami explained. “The more detailed the user’s responses are during setup, the more personalized and comprehensive the AI-generated app will be.”
While this sounds promising, reviews of Wix’s AI site builder have been mixed. Early users have reported encountering bugs and receiving generic-looking end products.
Given the similar underlying technology, with only a few upgraded generative AI models, why should users expect Wix’s AI app builder to perform better?
Abrahami downplayed the negative feedback surrounding Wix’s site builder, stating that the overall response has been “overwhelmingly positive.” He noted that customers have created hundreds of thousands of AI-generated websites since its launch.
“This positive reception highlights the depth of our AI expertise and the strength of our product development team,” he said. “We are excited to bring this technology to mobile apps.”
Security Concerns
However, the stakes are higher with mobile apps, especially in terms of security.
Studies and surveys indicate that generative AI tools can introduce inaccuracies into codebases, potentially amplifying existing bugs and security issues. Research from Purdue suggests that over half of the programming answers provided by OpenAI’s ChatGPT are incorrect.
Abrahami acknowledged that Wix’s AI app builder, like all generative AI tools, may produce errors. However, he emphasized Wix’s commitment to continual improvement.
“Our security team implements and maintains robust security measures for all our solutions, including the mobile app builder,” he added. “The applications and code undergo constant security and penetration reviews and monitoring.”
The Impact on Developers
If Wix’s AI-powered app designer performs as expected, it could pose a threat to companies and solopreneurs in the lucrative market of smartphone app development.
Competitors like FlutterFlow, Crowdaa, and the Mobile-First Company also incorporate various forms of AI. On Fiverr, numerous highly-rated app developers charge prices similar to Wix’s AI app builder subscription.
Abrahami insists that Wix does not aim to replace developers but to offer an alternative for those who seek it. He points out that the tool integrates deeply with Wix’s broader product ecosystem—potentially making it more attractive to Wix’s millions of existing users—and includes features such as usage analytics and app updates through the relevant app stores.
“Professional developers remain crucial for more complex and specialized app projects,” Abrahami said. “Both methods of app creation have their place.”
While app developers may not wholeheartedly agree, they might find themselves with limited options.
