Avishai Abrahami
Analyst · Citi. Ygal your line is open
So I'll start with the first one. Yes, we've been – I think when we started ADI, which is Artificial Design Intelligence, right, it's was the first, I think, AI product to the mass market and maybe with the exception of some things that do voice speech. So, we've been ahead of the curve on that for a while, which today we have a lot of different things. For example, we have a way for you to edit images with AI. So for a lot of you upload the product, we'll clear the background and make the photo better. That's one example that we released a few years ago, ADI. And now we introduced ChatGPT. So this is really open AI ChatGPT. It's not some hybrid we build. And we know that one of the hardest things for many people is to write the content on the website. So by adding ChatGPT, we make it, well, a lot simpler, right, and a bit more creative in many cases. So I think it's a tremendous value for our users. And in the next year, you are going to see some additional, very cool things that we're doing with AI now, again, to simplify our users are – our users are interacting and creating a website, which is kind of a complex thing, right? It's a very complex thing because think about it, it has many different assays, right? You write many different pieces, all have to look together, the graphic has to come all together. So, we have a lot of things we can do there to make Wix simpler and better use for self-creators. When it comes to acquisition, so you were touching the right point there, which is, yes, this is – if you look at the brand, Wix is a very strong brand for self-creators. I think we did a very good job emphasizing that. What we've seen in the last, pre-COVID, we've already seen that the brand was separating itself from the rest of the clutter and during COVID, a lot of new people have arrived that were not thinking about building OS but now they had to. So it was a mass opportunity to educate a big portion of the population about Wix. And last year, we started to notice that the brand has become so strong that it's more than the generic way that people actually look for Wix. So that is all for self-creators. And of course, we've proven that now by the fact that we can actually eliminate a lot of that direct acquisition and the brand equity hold. The next thing that we're doing, of course, is building – starting to work on a similar strategy for where we are less strong. And that's why we will continue to invest in branding and, of course, with acquisition. But as we – even if we go after partners, right, we're very complex website, the brand value that we have from Wix and the investment that we did carries into that, that which is enabling us to do that with a smaller acquisition costs.