Wix Acquires Base44 to Advance Intent-Based AI Software Creation and Expand Digital Platform Capabilities

Wix Acquires Base44 to Enhance AI-Driven, Intent-Based Software Development

Wix.com Ltd. (WIX) recently acquired Base44, an AI-powered platform that allows users to create fully functional custom software through natural language commands—no coding required. This acquisition strengthens Wix’s AI capabilities and shifts the approach to software creation toward intent-driven development.

Traditional software development is evolving. Instead of writing code, users now express their intentions, and intelligent systems translate those into applications. This approach, sometimes called “vibe coding,” is gaining momentum. As demand grows for tools that turn ideas into working apps via natural conversation, Wix is positioning itself to make digital creation more accessible and intuitive.

What Base44 Brings to Wix

Base44’s platform operates as a fully automated, chat-based development environment. Users build scalable, production-ready applications simply by interacting with the system. Its current clients, including eToro and SimilarWeb, demonstrate its real-world effectiveness. Wix's acquisition will likely increase Base44’s user base and accelerate innovation.

The platform handles a broad range of development tasks, from database setup and authentication to infrastructure management and deployment. Integrating Base44 expands Wix’s AI toolkit beyond website building, supporting a broader spectrum of digital creation.

Wix has already been embedding AI in its offerings, such as AI-driven website generators, intelligent design, and content tools. With Base44, Wix aims to become a comprehensive platform for digital creators, covering everything from websites to custom software applications.

Details of the Acquisition

Wix acquired Base44 for an initial $80 million, with additional earn-out payments through 2029 based on performance targets. The company plans to spend around $25 million in 2025 on retention bonuses to keep Base44’s team intact, ensuring product continuity and innovation.

Base44 will continue to operate as an independent product and business unit within Wix. This setup allows the team to preserve the product’s unique qualities while leveraging Wix’s resources for growth and development.

Wix’s Strategy Amid Market Challenges

Wix is intensifying its AI investments, focusing on WIX Studio, commerce tools, and generative AI. WIX Studio has surpassed 2 million accounts, with most users being new partners, making it a popular choice for agencies and professionals.

The company is introducing AI assistants to improve efficiency and conversion rates. In May 2025, Wix launched the Model Context Protocol Server, enabling developers to build solutions with AI tools like Claude and Cursor.

Wix also introduced Wixel, a user-friendly visual design platform that combines AI models with an easy interface to help users create high-quality photo and video content quickly. Wixel supports Wix’s goal of lowering barriers for creators. The platform is integrated into Microsoft Copilot through a partnership, expanding its reach.

Recently, Wix acquired Hour One, a generative AI media creation company, further strengthening its AI-driven digital experience capabilities. Bringing this technology in-house helps Wix maintain control over front-end development, reduce dependencies on third parties, and manage costs more effectively.

Despite these advances, Wix remains cautious about its full-year outlook due to ongoing macroeconomic uncertainties, especially affecting its Business Solutions segment. Commerce and gross payment volume are sensitive to consumer trends and economic shifts. While foreign exchange pressures have eased somewhat, risks persist, and the environment remains fragile.

Wix Stock and Market Position

WIX holds a Zacks Rank #3 (Hold). Over the past year, its shares have dropped 53.2%, contrasting with a 53.3% growth in the Computers - IT Services industry.

Other Technology Stocks to Watch

For those interested in technology stocks with stronger rankings, consider Juniper Networks, Inc. (JNPR), Arista Networks, Inc. (ANET), and Ubiquiti Inc. (UI). JNPR holds a Zacks Rank #1 (Strong Buy), while ANET and UI have a Zacks Rank #2 (Buy).

• Juniper Networks: Focuses on hyperscale switching with 400-gig technology for data centers. It supports data center virtualization, cloud computing, and network convergence. Its AI-driven enterprise portfolio simplifies deploying campus wired and wireless networks. Juniper recently posted a 4.88% earnings surprise.
• Arista Networks: Serves sectors including cloud providers, service providers, financial services, and enterprises. It has a trailing four-quarter average earnings surprise of 11.82% and a long-term growth forecast of 14.81%. Its customer base includes Fortune 500 companies.
• Ubiquiti: Manages a large global network of distributors and resellers, improving demand visibility and inventory management. It reported a 33.3% earnings surprise in its last quarter. Its flexible business model adapts well to changing market conditions.

For IT professionals interested in AI tools and courses, exploring resources like Complete AI Training can provide practical skills in AI development and automation.