Wix Chief Marketing Officer Omer Shai is leveraging AI, large language models, and “super agents” to transform marketing operations by shifting traditional roles into full-stack marketers who can handle multiple functions across campaigns, analytics, and strategy.
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AI-Driven Transformation in Marketing Teams
According to Wix CMO Omer Shai, the company’s marketing division has been working with artificial intelligence for a long time to improve its creative processes. Tools such as ChatGPT, Gemini, and Claude allow them to translate their ideas much quicker and become much more productive in creating content.
Omer Shai mentioned that with the use of AI, marketers can reach about 70–80% of their creative goals more easily without requiring special skills and positions, and thus can perform other tasks that require a different set of skills.
Rise of “Full-Stack Marketers” Powered by AI
One of the trends of Wix Marketing that was mentioned in Omer Shai’s presentation was that of “full-stack marketers”. They refer to specialists who will be capable of doing many things in marketing with the help of AI and automation systems. As Shai mentioned, AI allowed them to simplify marketing processes greatly, and people can now work on several areas simultaneously.
On top of that, Wix is also implementing AI "super agents" that are customized using Base44 technology and used to automate the daily workflow process. Such agents are connected to applications like HubSpot, email, and calendar and help to manage leads, prioritize business opportunities, and prepare performance reports on a daily basis. Moreover, the system offers meetings preparation summaries, calendar reminders, and pipeline information, so that marketing leaders can start their workdays well-informed.
AI-Driven Marketing Operations and Social Listening
Lastly, Shai emphasized the implementation of AI-driven social listening tools that monitor engagement, content performance, and interaction with audiences on online platforms. Messaging applications, such as Slack and WhatsApp, offer automated processes for better communication without any important information getting missed by anyone. Shai stressed that, thanks to the AI-driven solution implemented, the marketing team becomes much more autonomous and effective, because the workload is decreased through the use of technology.
This strategy corresponds with the current tendency in the industry, according to which CMOs implement AI-first strategies for the reorganization of the marketing department function. Business Honor views that the move toward full-stack marketers signals a shift away from traditional departmental roles toward more flexible, technology-enabled skill sets.
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