Wix.com Ltd. launched its new flagship platform, Wix Harmony, on January 21, 2026, and announced a television commercial that will air during Super Bowl LX on February 8, 2026. Harmony blends AI‑powered “vibe coding” with hands‑on human control, positioning Wix as a new AI‑first web‑building solution that moves quickly from inspiration to a business‑ready online presence.
The launch follows a strong Q3 2025 earnings report in which Wix generated $505.2 million in revenue and $1.68 in earnings per share, beating analyst expectations of $1.05 and $505.2 million, respectively. The platform expands Wix’s addressable market beyond traditional website building, aligning with the company’s broader AI strategy and the recent Base 44 acquisition, which has accelerated the growth of its annual recurring revenue.
Harmony’s hybrid approach differentiates Wix from competitors that rely solely on AI or drag‑and‑drop interfaces. By allowing users to generate designs through natural‑language prompts while retaining manual editing, the platform appeals to small businesses and entrepreneurs who need rapid, high‑quality sites without sacrificing creative control.
Management emphasized the strategic importance of the launch. Chief Marketing Officer Omer Shai said the future of web creation is “AI‑driven, human‑led, and built for long‑term growth.” Co‑founder and CEO Avishai Abrahami highlighted that Harmony “enables scalable, secure, and high‑performance sites without sacrificing creativity.” Brand‑marketing head Eyal Sebbag noted that the hybrid model delivers “the best of both worlds,” reinforcing Wix’s commitment to user‑centric design.
The Super Bowl commercial is a high‑visibility branding event that marks Wix’s return to the largest U.S. advertising platform after a six‑year hiatus. The campaign aims to accelerate user adoption of Harmony and reinforce Wix’s position as a leader in AI‑enabled web development.
While the commercial itself is a marketing expense, it supports the company’s broader growth strategy. Wix’s next earnings report is expected on February 18, 2026, where analysts will assess the impact of Harmony on revenue mix and margin dynamics. The company maintains a strong financial profile, with a Piotroski F‑Score of 8 and a three‑year revenue growth rate of 9.7%.
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