Why Wix's CEO is 'really worried' About the Impact of AI

Avishai Abrahami, CEO of Wix, has issued a stark warning on the labour market as AI scales across industries.

Speaking to Business Insider, he says he is “really worried” about the employment market and that a “massive amount” of job roles will shrink as AI accelerates.

Avishai predicts that 70% of the top US jobs – including taxi and ride-share drivers, customer service workers and call centre agents – will be impacted by AI in the next five to 10 years.

Some roles look more resilient than others, with work requiring significant creativity, high level thinking and handwork less likely to be automated soon. Even so, he expects technology to have a broad effect on how work is organised and where value is created.

A new model of engineering at Wix

At Wix, Avishai is reshaping how teams deliver software by placing AI at the core of engineering execution.

The company encourages developers to use AI agents to write and improve code, and in January 2026 announced plans to unify under one Engineering Guild.

Under this shift, Wix says it will ‘reimagine the engineering role itself for an AI native world’, introducing an archetype it calls the xEngineer – a design-first engineering role using AI to deliver value

To make the model work, Wix is investing heavily in employee education.

Engineers get hands-on time with advanced AI agents and learn smart prompting to master context-driven software development.

The company says it is building this new AI-based function ‘iteratively’, with employee feedback central to ensuring teams retain confidence and ownership as capabilities advance.

Aviran Mordo, Vice President of Engineering at Wix, says: “The guild’s mission is clear: dramatically improve the development experience for humans and AI agents alike, accelerating full adoption of AI-driven development at scale.”

For CEOs, the takeaway is explicit governance and a talent system that matches ambition. Clear architecture, shared practices and targeted learning pathways can help leaders avoid fragmented pilots and move faster to measurable outcomes without losing cultural cohesion.

Skills that rise in value

As AI integration increases, the premium on human skills is set to grow.

Research from Deloitte indicates that the highest performing organisations are those that build AI literacy alongside capabilities like collaboration and communication.

In a survey of 1,400 professionals, 63% said human skills are likely to increase in importance over the next two years.

Developing these human skills, Avishai explains, is more likely to provide employees who are concerned that they will be replaced by AI.

He believes that those who do best in the AI era will likely be the people who are able to offer something “completely unexpected” to their workplace, saying that AI is not currently as skilled as humans at creating new things.

For leaders, that means creating room for originality and critical thinking within workflows increasingly supported by machines, and redesigning performance metrics to recognise distinctive contributions.

This dual focus – system-level adoption of AI and deliberate cultivation of human capabilities – reframes workforce strategy from replacement to augmentation.

It also requires managers to shift from task supervision to outcome coaching, helping teams combine AI tools with domain expertise and judgement.