This essay is based on a conversation with Omar Shai, Chief Marketing Officer of website building platform Wix. Edited for length and clarity.
My department has been leveraging AI for many years in terms of thinking creatively and using tools to make our lives easier. I work with all LLMs such as ChatGPT, Gemini, and Claude.
It’s much easier to collaborate with your team because you’re more clear about what you want to create. I’m not a content writer or a creative person, but I know how to use tools that allow me to realize 70% or 80% of my ideas.
I work with my own super agent that I created at Base44, a company I acquired last year.
I’m in Sydney, Australia, so meetings can be very late or very early in the morning. This is terrible because the calendar UI only shows the days you’re on. I have a meeting at 6am most days and I like to prepare. I was surprised when I woke up at 5:40 a.m., 10 minutes before I received a notification that I had a meeting.
I set up Super Agent to automatically send me reminders the night before a meeting about the next day’s calendar events and preparation materials for each meeting. So I start each day already briefed and prepared.
I am responsible for Base44’s business as both CRO and CMO. My agents are connected to HubSpot, my email, and my calendar. Review every lead you receive and send alerts based on each lead’s urgency and potential. Receive daily reports on the health of your leads and where they are in the pipeline. This particular application was written by me, so I don’t need to collaborate with anyone. I can do everything myself.
We also have an application for social listening that measures posts published online and on social platforms and the engagement and traffic those posts receive.
I’m more of a WhatsApp person, so I have an agent who works with Slack to get information that’s important to me that I might miss in the channel.
For me, AI is like a superpower. I think I’m much smarter now than I was before because of that.
Time savings are difficult to quantify in a simple way, but that’s part of what really matters. It’s not just that agents are faster. That’s why I say it gives people superpowers and expands possibilities, not just efficiency. Putting a number on it actually understates its capabilities.
Wix is reorganizing its marketing department around “full stack marketers”
I am currently changing jobs in the marketing department to a position such as “content writer” or “product marketer.” I’m trying to build myself into more of a “full stack marketer”.
A full-stack marketer can handle a project almost from start to finish. You need to create a lot of systems to support them, including brand guidance and feedback.
I’m making the department shallower and moving from idea to production faster. Let’s take a designer example. This means designers aren’t stuck in a feedback loop of waiting for content writers to provide text.
All I need are smart people. You need curiosity and an open mind.
I think it’s much easier for younger people than for people in their 30s or 40s because they have to adapt first.
I think a lot of times we are the ones who put the boundaries on what it means to be a designer and what it means to market a product. For example, my designer is creating the content and is also responsible for the text. I started removing these barriers years ago, and tools have made it much easier.
With the combination of highly talented people and powerful AI tools, smart people are no longer limited to their defined lanes. They do it because they can do more.