At Wix, our mission is to empower users to build their dreams online with efficient, innovative tools – guided by responsibility, safety and trust. As artificial intelligence becomes a core engine behind much of what we do, there’s a growing recognition that with great technology comes great responsibility. To pull back the curtain on how we approach this, we sat down with Nadav Glebocki, a trained lawyer on Wix’s AI Governance team, to discuss how he and his team are helping Wix innovate fast, while ensuring we build, deliver, and use AI in a way that’s as empowering as it is trustworthy.

Keeping up and pioneering

“AI Governance, what does that mean?” For Nadav and his team, the role is about translating fast-evolving, often complex regulations around artificial intelligence into clear, actionable steps for a tech company that never stands still. The team stems from our Legal department, and consists of highly qualified lawyers who are experts in the AI field.

“In the AI era, every field – legal included – has to adapt quickly,” Nadav says. “Tech evolves at lightning speed, but legal frameworks can lag behind. Our job is to close that gap and make sure we’re not just meeting regulations, but really understanding the heart behind them. We constantly ask: how can we ensure we’re doing AI responsibly, across every product and process?”

Our Legal department doesn’t just audit products after the fact and the AI Governance team follows suit; their work is embedded from the earliest stages. By collaborating closely with R&D, Data Science, and other partner teams, they review every new AI implementation, assess possible risks, and guarantee transparency for users, without turning guidelines into obstacles.

What does “responsible AI” actually mean at Wix?

Responsible AI is about more than compliance. At its core, it’s about trust. “We’re here to build legal frameworks that make the AI products we launch at Wix reliable and trustworthy,” Nadav explains. “But it’s not just about ticking boxes; it’s about empowering our users, giving them the confidence to engage with our tools, knowing we have their backs.”

Wix’s internal products such as the AI Model Hub, our platform for secure, free and unlimited access to the newest AI models, exemplify this partnership between innovation and ethics. Employees can access powerful AI tools – such as ChatGPT – within carefully constructed agreements that protect data privacy and confidentiality. “AI and privacy go hand-in-hand,” Nadav notes. “We review every agreement with vendors, checking how data will be handled and ensuring we’re setting the highest standard for confidentiality and user safety.” This way, Wix can embrace groundbreaking initiatives responsibly.

Leading with transparency

One of the team’s ongoing challenges is maintaining equilibrium between the speed and efficiency that users expect from AI, and the fairness, transparency, and trustworthiness demanded by the modern digital world. As Nadav puts it:

“It’s all about balance. When it comes to product experience, there’s a fine line between informing and overwhelming. For example, with AI-driven features like our Assistant, we include a quick disclaimer: ‘AI can make mistakes, double-check results.’ We could write a much longer disclaimer listing every possible risk, but that would just confuse and discourage users. Our aim is to set clear expectations without making things complicated.”

Nadav Glebocki, lawyer @ AI Governance team

The human element

Nadav is candid about the excitement – and anxieties – that come with working at the frontier of AI in legal practice.

“My first concern was: will AI replace me?” Nadav admits. “But what I’ve learned is that AI won’t replace lawyers – at least, not the lawyers who are willing to understand and embrace these new tools. Instead, it’s transforming us. We’re finding new ways to serve, to innovate, and to get better at our craft by leveraging AI’s power.”

But he insists on the importance of human oversight. “AI can make mistakes. It can even hallucinate, or generate things that just aren’t true. So, even as we automate more, our guidelines are clear: review the output before you rely on it. Challenge the results. Critical thinking and human judgment are irreplaceable.”

This mindset is essential given the fast evolution of AI regulation worldwide. Staying ahead of the curve demands constant learning. “We’re always reading the latest newsletters, consulting with experts, and allowing our development teams to test new AI vendors in controlled environments before we make them widely available. It’s about making smart, informed decisions – without becoming a bottleneck for innovation.”

Reflecting Wix’s values through AI

Transparency, empowerment, and a commitment to great user experiences are central to how Wix operates, and these values are reflected in how we approach AI.

“We always start by asking: what will the user expect?” Nadav shares. “Our responsibility goes beyond just building excellent products. We want to educate users, to be open about which AI vendors we work with and how we use their technology. That’s not just a regulatory requirement, it’s our philosophy. We want users to have the insight they need to make the right choices for themselves.”

It’s this philosophy that allows the AI Governance Team to act as both protectors and pioneers, ensuring that even as we explore new territories in technology – moving beyond website building into fields like image generation and more – we never lose sight of the user’s trust.

The future of AI at Wix

Wix’s use of AI is only getting more sophisticated, and its reach is expanding. Nadav envisions a future where “every tool and capability at Wix is powered by AI, letting users do things faster, better, and in ways that weren’t imaginable before.”

But, as Nadav and his team exemplify, this future isn’t just about what AI can do. It’s about how we ensure that every innovation stays grounded in responsibility, transparency, and the human touch – values that define life at Wix, today and tomorrow.

Interested in joining a team that sits at the crossroads of innovation and integrity? Explore all of our open opportunities on our careers site.