Wix Strengthens AI Offering With Hour One Acquisition

Website builder Wix acquired generative media startup Hour One.

“This move reinforces Wix’s position as a leader in the new era of generative AI and fuels our vision to make web creation smarter, faster, and more immersive,” Ronny Elkayam, COO at Wix, said in a press release.

Founded in 2019 by technologist Oren Aharon and co-founders Lior Hakim and Arnon Kahani, Hour One specializes in AI-generated video content featuring human-like AI avatars. It enables businesses to produce professional-looking video content at scale without equipment, actors, or studios. Hour One founders and team will join Wix at its headquarters to “shape the next generation of web and content experiences together.”

Wix was founded more than two decades ago with the idea of making website creation simpler and more accessible. In the past decade, and especially since ChatGPT sparked an AI revolution in late 2022, the DIY website builder has been heavily focused on advancing its platform with AI.

Wix was one of the first website builders to introduce an AI-assisted website creation process. The company launched Artificial Design Intelligence (ADI) in 2016, enabling users to build custom websites “much faster than previously possible.” Its initial AI experiments have evolved into one of the most advanced AI Website builders available, which can create custom websites complete with images and content in minutes.

Wix recently introduced Wixel, a standalone AI-powered visual design platform designed to make high-quality visual design accessible to everyone. Using natural language prompts, users of all skill levels can easily create and edit professional-grade images.

The company also announced plans to expand Wixel’s capabilities with video and story creation tools – features that could be powered by Hour One’s technology.

Wix might also integrate the startup’s technology directly into Wix-built sites. These “experiences the industry hasn’t yet imagined” could include virtual storefront greeters, personalized explainer content, video narrators, and more.

“Together, we’ll push the boundaries of what creators and businesses can do with Wix,” Elkayam emphasized.