Wix Announces Adaptive Content For Driving Higher Sales & Engagement

Wix has introduced a powerful new functionality that empowers businesses to tailor content specifically for individual visitors, enhancing engagement and boosting potential for increased sales and lead conversion. This tool brings artificial intelligence into the content creation process, streamlining how brands deliver customized experiences to repeat users.

Personalization = Better Results

It’s a well-established fact that users are more likely to convert when they land on a webpage that closely aligns with the search terms they used. When the website content resonates directly with what the visitor is looking for, the chances of a successful conversion rise significantly. The ability to fine-tune content to match visitor intent is a smart and forward-thinking use of technology.

The personalization tool is user-friendly, offering easy setup and allowing site owners to visualize how dynamic content will appear to different audience segments before going live.

Alex Rivera, Product Lead at Squarespace Personalization, explained:

“Tailored website experiences have become the new standard for capturing consumer attention. This feature demonstrates how AI can go beyond static content creation and instead dynamically shape live site interactions to match individual user preferences in real time. It equips businesses to build stronger relationships with their audiences.”

What Can This Tool Do?

This tool functions by tapping into each visitor’s session data to generate content that meets specific, customizable parameters. Site owners can define which attributes—like the user’s device, geographic location, preferred language, or visit frequency—should shape the content variations. The AI is guided by user-provided instructions to craft compelling, personalized messaging that resonates with each audience segment. A built-in preview mode lets users explore how different content versions will appear to various visitor types before going live.

Available directly via the Squarespace Editor, Add-ons Marketplace, or through the Dashboard by searching “personalization,” the feature is quick to install and easy to activate. Once added, users can apply personalization logic by choosing from a library of templates and fine-tuning conditions using an intuitive configuration window.

Squarespace highlighted this release as a major evolution, shifting from basic AI content generation to real-time customization of the user journey. This empowers brands to deliver more relevant, meaningful experiences that foster stronger connections and ultimately drive better outcomes in both engagement and conversions.

This personalization feature works in harmony with Squarespace’s other recent innovations, such as Smart Actions and Custom Flow Manager, forming a cohesive ecosystem for automating site customization and content strategy. Together, these tools eliminate the complexity of traditional personalization methods, such as laggy page loads, while maintaining seamless performance and a satisfying user experience.

Final Thoughts

With this launch, Squarespace enhances its ecosystem by pairing this adaptive content capability with its Smart Workflow Manager and Developer Tools suite, providing users with a comprehensive set of tools for intelligent site management.