Wix co-founder and CEO Avishai Abrahami told Business Insider that he expects roughly 70% of the top 20 most popular U.S. jobs to be substantially affected by AI over the next five to ten years. He cited the more than 4 million ride-share, taxi and truck drivers reported by the Bureau of Labor Statistics in 2024, noting that companies such as Waymo and Tesla have already launched self-driving services in multiple cities. Abrahami also highlighted that customer service roles are among the first to be reshaped by automation, while software developers and analysts have seen AI adoption surge to 90% according to a September Google Cloud report. Despite these risks, he emphasized that new roles will emerge, pointing to Wix’s own creation of an “xEngineer” position—design-first engineers who integrate AI into every stage of their workflow and serve as domain specialists amplified by AI tools.

Wix today revealed creative assets for its upcoming Super Bowl LX commercial, centered on its new flagship web-creation platform, Wix Harmony. The spot follows a small business owner as she transforms a spark of inspiration into a fully realized online presence through a hybrid workflow combining AI-powered generation, “vibe coding,” and full visual customization. CMO Omer Shai described the campaign as a demonstration of how AI and human creativity can “move in harmony,” with Wix Harmony offering professional infrastructure, performance-grade hosting, domain management and no-code application support. The company, founded in 2006, said the platform empowers millions of users—from solo entrepreneurs to agencies and enterprises—by making sophisticated web and app creation accessible without writing code.

Wix’s dual focus on addressing AI’s impact on the labor market and promoting its own AI-driven platform underscores its strategy to lead in the evolving digital-creation space. The introduction of specialized roles like the xEngineer signals an investment in human capital that complements automation, potentially improving development efficiency and customer retention. The Super Bowl campaign, delivered at a global scale, is expected to drive heightened adoption of Wix Harmony, reinforcing recurring revenue streams from premium subscriptions and enterprise solutions. As AI reshapes both the tools Wix offers and the broader employment landscape, the company’s positioning at the intersection of software innovation and digital commerce infrastructure may serve as a catalyst for sustained user-base expansion and long-term revenue growth.