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Home » News » Wix Launches Symphony, an AI Agent Platform For Local Businesses
Wix has launched Symphony: an AI platform designed to let small and medium-sized businesses use and deploy AI agents to assist with the daily operations specific to their field of business. The tool is being promoted as a departure from the current crop of AI chatbots, which are often single-purpose and require constant prompting from the user. In contrast, Wix is positioning Symphony as a coordinated team of agents that can perform and supervise work relevant to the specific business.
Wix has designed Symphony to support the operations of smaller enterprises and local business owners: the type of clients the company has catered to for the past two decades. Local consultants, restaurants, retailers, and other providers of professional services represent Wix’s core customer base. While other tools offer businesses an AI agent, these are often generic and programmed to execute instructions from the owner. Symphony, in contrast, is designed to learn about the business and its operations and acquire industry-specific agents to execute and supervise.
Wix’s documentation states that when using the tool, businesses will first teach the AI about the specific industry and its particular needs. According to Wix, its experience working with small and medium-sized enterprises (SMEs) for nearly two decades, as well as the knowledge of industry-specific practices, has allowed the company to develop a series of agents applicable to different businesses. Following the documentation, a restaurant and a local law firm engage in fundamentally different operations, and a generic AI agent would be unable to adequately perform tasks for either.
The orchestrator of the Symphony system is the Maestro. This agent oversees the operations of the business, identifying the tasks required and determining which AI agent should perform them. The agents in turn execute these instructions, operating within established parameters and connecting to external tools used by the enterprise. Notably, the AI agents provide analytics and reports, as well as recommend and notify the owner of necessary approvals or actions required to perform the task.
The primary difference between Symphony and other AI systems, according to Wix’s documentation, is that the latter requires the business owner to identify and define the task, have the AI break it down into subtasks, and supervise the execution of these subtasks. With Symphony, the process of identifying and breaking down tasks is performed by the AI agents, and the business owner only receives reports and instructions from the system.
A notable feature of the AI agent system, according to Wix, is the ability to hold a “morning meeting” with the AI to receive a summary of completed tasks, current opportunities, and any additional actions or approvals required to complete them. This approach is noted as a way to increase accuracy and gain the owner’s confidence in the execution of daily operations.
The benefit of this feature is more tangible for a small business owner or a consultant than for a larger enterprise with an established IT department. The former is often occupied with day-to-day operations and does not have the time to regularly check and review analytics reports. The ability to receive a generalized summary of completed tasks and potential opportunities during a morning meeting aligns more closely with the realities of an owner’s schedule.
The broader purpose of Symphony, as described in the documentation, is for it to support the broader operations of a business beyond a singular task. Thus, the tool is not an AI chatbot or assistant but a system of multiple agents distributed across the daily operations of a business. In essence, it is an extension of Wix’s broader purpose as a tool to help small businesses establish and maintain an online presence.
Wix’s online platform is known to have particularly strong Core Web Vitals, often outperforming competitors. Symphony, therefore, represents an evolution of this strategy, as the tool connects to existing Wix-based websites for small businesses and integrates with other tools that the enterprise uses. By extension, this approach enables a broader suite of AI agents than a standalone AI chatbot on a website. In short, the company seeks to utilize the existing context and data Wix provides for businesses to identify specific needs and deploy an appropriate agent.
In essence, this approach deploys a multi-agent system that executes and supervises specific operations within the constraints of a particular business. It is similar to the multi-agent systems deployed in the back-end of enterprise applications, except that these systems do not generally operate on the consumer side due to the complexity of the setup and the required expertise to operate them. In other words, the company is attempting to simplify and automate this process.
Ronny Elkayam, Wix’s COO, described this purpose at the launch of the product. In his description, it is possible to identify that Wix views Symphony as a tool to enable businesses to scale without incurring significant costs. As he put it,
“We built Symphony to be the go-to AI agent orchestrator for SMBs. With Symphony, any business owner can have the team they need to scale.”
The expression “the team they need to scale” is representative of one of the primary purposes of Symphony: to replace some of the costs associated with a larger enterprise structure. In other words, the ability to deploy multiple AI agents to perform specific tasks that would be too expensive or unnecessary at the stage of a small business.
As mentioned above, several companies have launched similar initiatives in the past year, as the limitations of single-purpose AI chatbots became apparent. Across different industries, there is a shift towards multi-agent systems that perform specialized tasks. These systems do not replace entire departments but act as an aid for various functions.
In this regard, Wix’s offering is not substantially different from the offerings of similar competitors. However, there are several reasons why Wix is emphasizing this launch. One reason is that the company primarily serves smaller enterprises, as mentioned above. Symphony, therefore, has been developed with these businesses in mind, as opposed to enterprises that have the resources and infrastructure to deploy enterprise-level AI agents.
The technical infrastructure required for the deployment of these agents is also a limitation for enterprises, as they require either an in-house IT department capable of handling such modifications or consultants to perform these changes. In contrast, Wix’s documentation states that the company’s purpose is to deploy these agents behind the scenes, so that they are not apparent to the end-user or require substantial reprogramming of the existing business tools. Another way to phrase this is that the system learns the business on its own.
With that said, the impact of Symphony on the broader AI agent market is difficult to estimate at this stage. The documentation has been released recently, and it is not known how many businesses have deployed these systems as of now. However, the approach described in this documentation is relevant to businesses that use Wix or similar website-building tools for their online presence, and local consultants that do not have an established online footprint.
For the former, the ability to extend this AI system to daily operations is a valuable addition. For the latter, it would necessitate a switch to Wix as the primary website-building tool, which is necessary for the deployment of Symphony. In other words, businesses that use a different tool for their website or online presence will not be able to benefit from this offering at the moment.
More information on Symphony, including the specific capabilities of the AI agents, can be found on Wix’s website.
Q1: What is Wix Symphony?
Symphony is a new Wix product that enables small and medium-sized enterprises to adopt AI agents to perform various tasks for them.
Q2: What types of businesses can use this tool? Does it have any specific application?
Wix has designed the tool for local businesses, including local consultants, restaurants, and retailers.
Q3: What is Maestro?
Maestro is an AI agent that oversees the operations of the business: it identifies the tasks and determines which AI agent should perform them.
Q4: How do the specialized agents operate?
These agents perform tasks within prescribed parameters, connect to external tools used by the business, provide reports and analytics, and notify the owner of any additional approvals or actions needed.
Q5: What is a morning meeting?
It is a series of reports and notifications from the AI agents regarding completed tasks, current opportunities, and additional actions needed.
Q6: How is this tool different from other AI chatbots?
Other AI chatbots require the owner to continue prompting the chatbot throughout the day, whereas this tool coordinates multiple AI agents behind the scenes, only alerting the owner of any necessary approvals.
Q7: What is Wix’s experience with these agents?
The company notes that it has worked with small businesses for nearly two decades, and this experience has enabled it to develop industry-specific agents.
Q8: What did the COO of the company say about this product launch?
Ronny Elkayam, the COO of Wix, stated that they developed the tool to be the go-to AI agent orchestrator for small businesses: “With Symphony, any business owner can have the team they need to scale.”
Q9: How does this product fit within the broader offering of Wix?
Wix has focused on providing tools for enterprises to establish and maintain an online presence. This offering is an extension of these tools, as it applies to the broader operations of a business.
Q10: Where can these tools be accessed?
Wix’s website has a dedicated section for this product.
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