Wix uses AI across projects and products, but Shai rejects the idea that marketing has already been transformed enough. He expects search, content consumption, production economics, and product-led marketing to look materially different within two years, even though the final shape remains uncertain.

Wix already uses AI in some form across projects
Current efficiency gains are not the full transformation
AI-enabled products will also change how products are marketed
Search and content-consumption behavior remain unresolved
Marketers should stay alert rather than assume the transition is complete

“the way that currently we're running the marke in and the way that we will run in in two years is totally different”
Omar Shai · 23:30

“be on alert all the time because the biggest change ahead of us yet”
Omar Shai · 25:30

#ai#marketing#search#content

Hot Take30:30

LinkedIn May Be an Underpriced Influencer Channel

Shai identifies LinkedIn and influencer-led thought leadership as promising opportunities in a fragmented market. Executives are now more willing to share genuine lessons, wins, and losses because company execution is harder to copy than isolated tactics.

Channel fit still depends on the product
LinkedIn has become more useful than it was five years earlier
Authentic operational knowledge can support thought leadership
Complex team relationships and execution cannot be copied easily
Influencer partnerships may amplify credible professional content

“maybe Linked In it's much better play for opportunity that it used to be”
Omar Shai · 31:00

“if we will keep the content there real and honest I think there is a lot of opportunity”
Omar Shai · 32:00

#linkedin#influencers#thought leadership#b2b marketing

Explainer· 2

Explainer26:00

Search Is Fragmenting Beyond Google and AI Chatbots

The discussion predicts a search market divided across Google, Bing, YouTube, TikTok, Reddit, AI assistants, comparison sites, and device integrations. Shai expects fragmentation to reward teams that detect behavioral changes early, but cautions that the transition may take several years.

Google's future search business model remains uncertain
AI assistants could monetize search differently
Apple integrations may alter discovery behavior
Fragmentation began before generative AI
Marketers will need coverage across more discovery surfaces
Major changes may emerge gradually rather than within one year

“we are going to be in much more fragmented markets”
Omar Shai · 28:00

“there were there was a period of time where search meant Google that's all it meant”
Host · 29:30

#search#google#ai discovery#fragmentation

Explainer32:30

Why Wix Split Its Positioning Between Wix and Wix Studio

Wix created Wix Studio to speak directly to agencies, web creators, and enterprise users while retaining Wix for self-taught professionals. The company also replaced the limiting DIY label with language that recognizes customers as professionals even when web design is not their formal occupation.

Wix Studio focuses on web professionals and agencies
The core Wix brand serves self-taught professionals
Terminology shapes whether capable customers feel respected
A professional product makes creator recommendations more credible
Influencer content emphasizes awareness more than immediate signups

“we change the terminology from DIY to self theat because give them the area to be professional”
Omar Shai · 34:00

“with week Studio they understand that we are going after professionals and we are talking their language”
Omar Shai · 35:00

#positioning#wix studio#product marketing#influencers

Story· 2

Story01:30

How Wix Built Its First Scalable Distribution Engine

Shai recounts Wix's early growth environment in 2008, when search and the wider web were more open. A surprising increase in referral clicks revealed that template sites and blogs held valuable traffic they did not know how to monetize, leading Wix to acquire their advertising inventory.

Wix began with a strong product and a small marketing operation
The team studied what potential website creators searched for
A purchased link's referral jump exposed a larger media-buying opportunity
Relevant publisher traffic converted strongly for Wix

“first we have a great product okay let's start it us”
Omar Shai · 02:00

“they gave us a lot a lot of cheap traffic that converted amazingly well”
Omar Shai · 04:00

#wix#distribution#startup growth#media buying

Story41:30

The Wix Super Bowl Ad That Unlocked DreamWorks

After Wix's first Super Bowl commercial featuring NFL legends, DreamWorks contacted the generic business-development inbox asking to collaborate. The message was initially overlooked, but follow-up led to a co-branded Kung Fu Panda campaign and demonstrated how prominent brand activity can create unpredictable partnership opportunities.

Super Bowl ads receive unusual public attention
Major brand moments can change how partners perceive a company
DreamWorks proactively contacted Wix after seeing its commercial
The initial message went unanswered amid heavy inbound interest
The resulting partnership enabled cost-effective co-branding

“without doing the first commercial I could to do the second one”
Omar Shai · 45:00

“there are so many unknown”
Omar Shai · 45:00

#super bowl#dreamworks#partnerships#brand marketing

Takeaway· 3

Takeaway16:00

Why Long-Tenured Teams Can Take Bigger Marketing Risks

Shai and the host argue that remarkable work often requires years of shared context, trust, and failure. Wix's long-standing executives and marketers can communicate quickly, educate one another, and support unconventional investments because they understand how each other makes decisions.

Historical context improves judgment
Long relationships reduce the cost of communication
Trust allows leaders to support non-traditional metrics
Stable teams can coordinate aggressive decisions more confidently

“we all as a team we are running together for so long so we already trust each other”
Omar Shai · 17:00

“it takes a long time to do something remarkable”
Host · 18:00

#team building#trust#leadership#marketing teams

Takeaway47:00

Change the Plan When Today's Evidence Changes

Shai argues that marketers must continuously rebuild their channel metrics and be willing to contradict positions they defended days earlier. The host connects this to intellectual honesty: a decision should change immediately when colleagues produce better evidence or reasoning.

Market conditions can invalidate a previously sound strategy
Metrics should be recreated as economics change
Prior advocacy is not a reason to preserve a decision
Fast reversals can signal strength rather than inconsistency

“don't be afraid to say something different today even those that two days ago you advocate for something else”
Omar Shai · 47:00

“strong opinions loosely held is the way it's the only way forward”
Host · 47:00

#decision making#adaptability#marketing strategy#evidence

Takeaway49:30

Protect the Underdog Spirit After You Start Winning

Shai's closing advice is to avoid becoming comfortable with success or internalizing praise about being exceptional. He attributes his endurance more to repeated practice than natural talent and focuses on carrying lessons forward without dwelling on either victories or failures.

Daily improvement matters more than status
Praise can weaken the motivation to examine shortcomings
Consistent practice can compensate for limited natural talent
Teams imitate leaders who visibly keep learning
Lessons should survive even when emotional attachment to failure does not

“don't be comy in your success okay try to be better on a daily basis”
Omar Shai · 49:30

“if you would like to win don't think about the winning think about how you can be better in the position on the game”
Omar Shai · 52:30

#underdog mindset#continuous improvement#practice#resilience

Frameworks in this episode

Brand-to-Direct Measurement System

Challenge Atmosphere

Intent Arbitrage Loop

Time to Return Investment Rule

Insights & moments

◆Hot Take· 2

AI's Biggest Marketing Shift Is Still Ahead