Wix, popularly known to most people for its web design tools, is launching a generative AI feature that will enable users to create and edit both iOS or Android apps by describing what they want to see in plain English.

Arriving in Wix's app builder this week, it takes users through a chatbot-like interface to understand the goals, intent and aesthetic of their app. That information then is used by Wix's AI to generate an app that can be customized from the app editor, then optionally bedecked with first- and third-party integrations, widgets and connectors.

But on the heels of Wix's AI website generator, announced last July, which can output a site template complete with text and images from a series of descriptive captions, generative AI-powered app creation arrives. According to Avishai Abrahami, co-founder and CEO of Wix, this new artificial intelligence product line is part of Wix's plan to design "custom AI solutions" to help companies "rapidly bring new ideas to life in digital form.".

"Our mission has always been to empower everyone to create an online presence, including mobile apps," Abrahami said in an interview with TechCrunch. "As a company, we have learned so much about AI and how users interact with it when creating their online presence."

Apps from scratch
Wix is going to offer to the premium subscribers of Branded App an AI-powered app builder for $99 per month. The feature produces fully native code on iOS and Android, Wix said. In this case, users can take full control over the branding, layout, and features of their apps with possible changes in icons and themes. The person can also preview the app before its release at the Apple App Store or Google Play Store.

"The goal of our AI is to offload most, if not all, of the hard work from the user," Abrahami said. "The more detailed the answers to the prompts during setup, the more personalized and complete the AI-generated app will be."

Sounds great in theory. But reviews of Wix's AI site builder aren't exactly glowing, with early adopters reporting bugs and generic-looking finished products.

Well, notwithstanding the fact that the under-the-hood tech is similar, with a few generative AI models markedly improved, why should one believe that Wix's AI app builder is going to be any different?

Abrahami dismissed the criticism aimed at Wix's site builder as "overwhelmingly positive" and pointed out that hundreds of thousands of AI-generated sites have been built since its launch.

"This robust response and utilization put the depth of our AI capabilities and the strength of our product team on full display," he said. "We are now very excited to extend this experience to mobile as well."

With apps, of course, the stakes are a bit higher-at least from a security standpoint.

Studies and surveys reveal that such generative AI tools create more incorrect code that is pushed into the codebases and amplify what is already there: bugs and security issues in app code. In fact, a research study from Purdue revealed that over half the answers ChatGPT, OpenAI's buzzy chatbot, returns to programming questions are wrong.

Abrahami conced that the AI app builder, like all generative AI tools, is not perfect. However, he said Wix is committed to "always improving the product."

"Our security team is responsible for implementing and maintaining robust security measures for all our solutions, including the mobile app builder," he said. "The applications and code are subject to constant security and penetration reviews and monitoring."

Will it kill developers?
Presuming Wix's AI-powered app designer works like magic, it could be a threat to firms — and solopreneurs — in the multi-billion-dollar business of building smartphone apps for brands.

To mention but a few, there's FlutterFlow, Crowdaa, and the Mobile-First Company. The majority of them have implemented AI in several ways. For instance, a cursory search on Fiverr comes up with hundreds of high-rated developers with some charging around the same price as a subscription to Wix's AI app builder.

Abrahami says Wix isn't here to replace developers but to provide alternative access for those customers who might want it. "The tool deeply integrates with our wider product portfolio - potentially making it more appealing for Wix's millions of existing users - and brings features like usage analytics and app update handling through the relevant app stores," he said.

"Professional developers continue to play a crucial role, especially for more complicated and specialized app projects," Abrahami said. "There is room for both routes to app creation."

Not so sure app developers will agree-but they don't exactly have much of a choice in the matter.