Israeli technology company Wix, which is actively transforming into an AI-native format, sees Ukraine as one of the key strategic centers for developing its products. The company has increased the staff of its Ukrainian office over the past year and intends to continue investing in local R&D.
Israeli technology company Wix, which is actively transforming into an AI-native format, sees Ukraine as one of the key strategic centers for developing its products. The company has increased the staff of its Ukrainian office over the past year and intends to continue investing in local R&D.
This was stated by Wix Vice President of Engineering Aviran Mordo in an interview with DOU.
According to the top manager, Ukrainian and Israeli engineering approaches are almost indistinguishable in quality and professionalism. Currently, engineers make up about half of the entire Ukrainian Wix team.
«Ukraine is one of Wix’s key R&D hubs. Over the past year, we have expanded the Ukrainian team and plan to further expand our presence here,» Mordo emphasized.
Wix is implementing the AI-native concept across its entire corporate culture. This means that not only developers but also HR, finance, and legal professionals are trained to work with neural networks. The company has developed over 50 internal training programs that all employees have gone through.
In 2026, Wix is focusing on products that allow you to create complex solutions without programming knowledge. One such area is the Base44 platform, which Wix acquired in 2025. It allows you to create full-fledged applications using only natural language queries.
«The goal of Wix hasn’t changed at all. We’ve always wanted to empower people to do complex technological things without a technical background. Previously, this was primarily about building websites, and now it’s about apps,» notes Aviran Mordo.
According to him, Wix will continue to increase its investments in AI and products. Mordo recalled that in January, the company introduced Wix Harmony, a new AI-based builder that combines generative capabilities with a classic visual editor. In addition, the platform’s main editor has now been completely converted to AI-first rails to simplify the process of developing and maintaining web resources for users.
