Once viewed as one of the software stocks vulnerable to the rise of artificial intelligence (AI), Wix.com (WIX) is now finding a way to put AI at the center of its growth strategy. That shift comes as investors continue to bet against software companies they believe could lose business to AI, leaving Wix with heavy short interest. While shares of this website-building platform are still down 54.9% from their 52-week high of $190.93, reached last September, the stock is starting to regain investors’ attention, helped by a series of new product launches and a strong earnings report.
The latest boost came on Aug. 24, when Wix shares jumped roughly 2.9% after the company announced a new collaboration with Alphabet’s (GOOG) (GOOGL) Google. Under the partnership, Wix Harmony’s website-creation capabilities will be embedded directly into Google’s AI service, Gemini, as a connected app. The integration allows users to build and access Wix Harmony without ever leaving Gemini, putting Wix’s tools directly inside a platform where users are already spending their time. More importantly, it expands Wix beyond simply helping users create websites.
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Entrepreneurs and businesses will be able to establish an online presence, manage business operations and track performance, all within the Gemini interface, effectively turning a simple AI chat window into a broader business growth platform. Inside Gemini, users can describe the website they want using either voice or text, providing details about their business, goals and brand identity.
Wix Harmony can then generate a fully functional website on Wix’s enterprise-grade infrastructure. The websites come with built-in support for commerce, scheduling, payments, SEO and GEO, accessibility, performance, security and more. The app is currently available to Gemini users in eligible markets. With Wix increasingly positioning AI as a growth opportunity rather than an existential threat, the latest developments could mark an important shift in how investors view the stock.
About Wix Stock
Wix.com was founded in 2006 by brothers Avishai and Nadav Abrahami and Giora Kaplan after the trio struggled to build a website for another startup idea and realized just how difficult and expensive website creation could be without coding skills. Headquartered in Tel Aviv, Israel, Wix set out to make website creation accessible to everyone, regardless of technical expertise. The company initially made its name with a simple drag-and-drop website builder that allowed individuals and businesses to create professional-looking websites without writing a single line of code.
Since then, Wix has grown far beyond its roots as a basic website builder. The company now offers an integrated platform spanning website design, domain registration, e-commerce, payments, scheduling, marketing, analytics, and other business-management tools. Wix went public on the Nasdaq in 2013 and has continued to evolve its platform. It introduced products such as Wix ADI, its early AI-powered website creation tool, Wix Studio for agencies and enterprises, and, more recently, a growing suite of AI-driven website creation and management capabilities.
Today, Wix says it has more than 300 million users worldwide, highlighting its transformation from a simple website-building service into a broader digital and AI-powered platform for businesses and creators. That AI push gained another major boost earlier this month when the company announced the launch of Symphony by Wix, a new AI agent platform designed to help businesses operate and grow.
Symphony by Wix is a standalone platform designed to help individuals and small businesses manage and expand their operations through a team of specialized AI agents. These agents can understand context, plan tasks, and take action, helping streamline a range of business processes. The launch builds on Wix’s growing lineup of AI-powered features aimed at increasing user engagement and monetization. With a market capitalization of $4.92 billion, Wix’s longer-term stock performance has been far from remarkable.
Shares are down 35.4% over the past year and 17.6% so far in 2026, as fears that AI could disrupt Wix’s core business model have weighed heavily on the stock. However, the company’s recent performance tells a very different story. In the past month, Wix shares are up 66.47%, significantly outperforming the broader S&P 500 Index ($SPX), which has gained just 3.52% during the same stretch. The sharp rebound suggests that investors may be starting to look beyond the AI threat and pay closer attention to Wix’s efforts to make AI a core part of its growth strategy.
www.barchart.com Inside Wix’s Q2 Earnings Report
Wix is entering a new phase of growth, with its latest earnings report showing that the core business remains strong even as the company ramps up its AI ambitions. The company reported fiscal 2026 second-quarter results on Aug. 4, delivering a solid top-line beat driven by double-digit growth. Revenue increased nearly 15% year-over-year (YOY) to $563.1 million, comfortably topping Wall Street’s consensus estimate of $552.4 million.
Total annual recurring revenue (ARR) reached $1.963 billion at the end of the quarter, also up 15% YOY, with growth remaining broad-based across the company’s major product segments. Creative Subscriptions continued to lead the business, generating $398.4 million in second-quarter revenue, up 15% YOY. Business Solutions revenue climbed 14% to $164.7 million. Meanwhile, the Partners segment, which serves professional agencies and web designers building websites for clients, grew even faster, with revenue rising 17% YOY to $213.8 million.
Total bookings also increased 12% YOY, reaching $569.1 million for the quarter. The company maintained a healthy overall margin profile, reporting a 67% non-GAAP gross margin in the second quarter. Creative Subscriptions remained particularly profitable, with an 80% non-GAAP gross margin, while Business Solutions generated a 33% non-GAAP gross margin. Non-GAAP EPS came in at $1.39, down from $2.28 in the year-ago quarter but still ahead of Wall Street’s $1.21 estimate.
At the same time, Wix is making a bigger push into AI, with its Base44 acquisition becoming an increasingly important part of that strategy. Wix acquired Base44 in 2025, bringing an AI-powered platform that allows users to create fully functional applications using natural-language prompts rather than traditional coding. Base44 has since become the first app-creation platform to launch its own proprietary large language model, Base 1.
By developing its own model, Wix gains greater direct control over one of the biggest cost drivers for AI-native businesses, compute and inference spending. That could also have a meaningful impact on Base44’s profitability. Wix expects Base44 to reach approximately 60% non-GAAP gross margins in the second half of 2026, a major improvement from the business entering the year with near-zero non-GAAP gross margins.
Looking ahead, Wix kept its full-year 2026 outlook unchanged, continuing to target low- to mid-teens percentage revenue growth YOY. The company also expects bookings to increase at a low-teens percentage YOY, although bookings growth is expected to lag revenue growth by a few percentage points due to the more immediate impact of softness in the Partners segment. Wix has maintained its expectation for a high-teens free cash flow margin in fiscal 2026 and projected low-double-digit revenue growth for the third quarter.
How Do Analysts View Wix Stock?
Wall Street is still largely bullish on Wix, with the stock carrying a consensus “Moderate Buy” rating. Among the 24 analysts covering the company, 10 rate it a “Strong Buy,” three recommend a “Moderate Buy,” 10 have a “Hold” rating, and just one analyst sees the stock as a “Strong Sell.” Interestingly, Wix has already surged past the average Wall Street price target of $82.32. However, the most bullish analyst on the Street has set a target of $140, suggesting the stock could still have 62.7% upside from its current level.
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www.barchart.com On the date of publication, Anushka Mukherji did not have (either directly or indirectly) positions in any of the securities mentioned in this article. All information and data in this article is solely for informational purposes. For more information please view the Barchart Disclosure Policy here.
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