The Writers Guild at Wix has been integrating AI thoughtfully into daily workflows, processes and creative strategies. But as with any technological leap, this evolution comes with challenges, opportunities, and new questions about what it means to be a writer today. In recent years, AI has profoundly impacted how the Writers Guild operates, collaborates, and shapes all forms of content across Wix. To better understand this transformation, we sat down with Rachel Rowland, Head of the Writers Guild, and Mika Or, Operations Manager.

AI in every writers’ toolkit

AI has not just been incorporated into the Writers Guild at Wix, but rather it has become one of the mandatory resources in every writers’ toolkit. As the industry changes rapidly from day-to-day, the guild’s focus is on spearheading this transformation and making sure that all writers at Wix are at the forefront of these exciting times.

The writers at Wix (like all writers across the globe), were the first professionals to spiral when ChatGPT was released. Questions like, “What does my future look like?” were rising to the forefront of everyone’s minds. While this initial scare left writers feeling more panicked than excited, it allowed for time to reckon with what technology can do, what it can’t do, and how we can leverage it.One of Wix’s key values is that it’s okay to fail – which means experimentation isn’t just welcomed, it’s expected. With that, at the heart of the Writers Guild’s approach to AI is a culture that encourages curiosity, experimentation, and active collaboration across teams. One of the ways in which the Writers Guild put this value into practice was with their most recent hackathon. The 2-day hackathon event gave writers the space to experiment with AI, and build solutions to real content pains. “Efficiency is at the forefront. Writers use it to scale; to help them create their content at scale, and to arrive at a final polished piece faster,” Rachel explains. That means teams are achieving a lot more in a lot less time.

Mika highlights that AI can also give writers more confidence. She notes that “writers use AI to help them start out with more developed baseline content, so that they’re free to spend more time sharpening ideas, messaging and focusing on diving deeper in ways that they might not have time for before.” At Wix, it’s all about using  AI to pave the way for better and faster processes for our writers.

Skills for the AI era

Mika Or & Rachel Rowland

One of the main questions facing many writers today is: What new skills are most important in a world where generative AI can produce endless copies, rewrites, and variations? According to Rachel, it means developing a whole new kind of adaptability. Because AI is a new technology, and its tools are constantly being built, changed and expanded, we’re still seeing shifts in the industry. Rachel explains that “adaptability isn't about learning new skills, but rather about having the flexibility and resilience to change our roles and workflows.”

Both Rachel and Mika emphasize that flexibility is paramount – not just in process, but also in mindset. Writers who traditionally had to focus on style guides or grammar rules, are now released of that responsibility, and instead learn to evaluate what’s usable, quickly and objectively. The focus is shifting to messaging, to working closely with other disciplines like design and product, and to considering what content is truly needed rather than what is technically correct.

Rachel describes a unique challenge for writers in this era: “Our profession is unique because there’s a lot of subjectivity. You’re constantly fine-tuning – and now with AI, you’re not just fine-tuning the content, but the way you work with the tools themselves.” Writers who are opening up a broader definition of their role and imagining new opportunities are the ones rising above this challenge.

“You always need a person.” With more tasks becoming automated, does AI stifle creativity or amplify it? Mika and Rachel see both sides of the coin, explaining that the truth is, it depends, but it can absolutely be an asset. But fundamentally, Rachel and Mika agree: keeping content “fresh and exciting and new” is still the domain of human writers. AI can recycle information endlessly, but it takes human insight to push past the obvious and into the innovative. 

Apart from the creativity aspect of writing, another skill is becoming more and more important for writers working with AI-generated content: evaluation. “It’s really exciting, but it is also not 100% reliable – it hallucinates and gives answers that are not true,” Rachel cautions. Mika continues: “You can’t trust everything you see. Those who aren’t critical, or don’t know what to ask or how to ask it, will end up with bad content.” This only heightens the need for writers to act as editors, gatekeepers, and critical thinkers, especially when it comes to protecting the brand and the trust we’ve built with our users.

“There’s an extra challenge for us,” Rachel admits. “It’s easy to get lazy, but that’s the writer’s job – to constantly improve the agent, to keep that feedback loop alive.”

Opening new doors for collaboration

One of the most exciting outcomes of AI at Wix, say Rachel and Mika, is the blossoming of cross-disciplinary collaboration. “AI has ushered in an age of collaboration and connectivity between professions,” Rachel notes. Writers can now share more, align more, and approach challenges with other teams across design, product, and marketing.

“If we focus on implementing AI in the right way, I do believe it will enable writers to cut repetitive writing and documentation tasks,” Mika adds. “They’ll be able to test content more freely and focus on creating data-driven content that really works.”

Through mentoring, enrichment programs like “AI the Write Way,” hackathons and a robust hub of workshops and lessons, the guild is finding more and more ways to share and spread knowledge throughout the writer community at Wix and throughout the company as a whole.

Predicting the unpredictable

AI’s development is so rapid leaving the future pretty unpredictable. For Rachel, the timeline going forward isn’t necessarily a straightline: “Is writing going to be automated? Are writers going to be gatekeepers? We might see a split in our profession between strategists, consultants and content-polishers, and then the pendulum may swing back and we’ll need to be more hands on again. The question becomes how fast that pendulum will swing.”

The best advice from both guild leaders for anyone looking to join the industry or adapt to the new reality is direct: get hands-on, build your own tools, and stay curious. “AI is not something you can learn from the sidelines. You’ve got to play with it. Be collaborative, be open-minded, and take risks together.”

Are you excited by the evolving possibilities of writing and technology? Check out our open career opportunities.