Key Takeaways
- Even in the era of AI, Squarespace is building on two decades of expert design curation with tools that enhance creativity while keeping sites authentic.
- HostingAdvice spoke with Squarespace's Product Marketing Director Julie Osborn and Principal Software Engineer Jeremy Johnstone about where the platform is headed.
For the past two decades, Squarespace has been a familiar name in the web builder space, mainly known for its easy-to-use, code-free platform.
Over time, the platform has expanded into eCommerce, analytics, and domain services — and yet, its core mission has barely wavered.
Built onto what is now called Design Intelligence, it’s a reminder that “AI should help you stand out, not blend in.”
Its templates and content are not designed by fast-generated AI prompts, but instead, by award-winning design experts and curated with a modern-day editorial perspective.
Squarespace’s Julie Osborn and Jeremy Johnstone told HostingAdvice they’re doubling down on a human-first approach to keep design and intent at the heart of the platform.
“While many platforms rely on automation or offer generic templates with minimal editorial oversight, we take a fundamentally different approach,” said Osborn, “[by] pairing two decades of design leadership with AI tools that support, not replace, creativity.”
A Two-Decade Head Start
Launched in 2004 — well before the current wave of AI-powered web tools — Squarespace has long offered features many competitors are only now rolling out.
“From the start, we’ve focused on empowering users to build beautiful, professional websites without any experience or training,” Johnstone said. “We’re not just responding to these trends — we’ve helped shape them.”
While younger builders are excited to roll out AI editors, drag‑and‑drop tools, and pre-made templates, Squarespace has spent the past 20 years perfecting that balance.
“What differentiates Squarespace is the way we combine expert curation with AI-powered design support in an intuitive, all-in-one platform,” said Osborn. “That human-first, design-forward philosophy is what continues to set us apart in a crowded market.”
Not that Squarespace hasn’t evolved with the times. One example is “vibe coding,” a trend sweeping through the developer community.
“While our platform is built to be low-code by default, we also recognize the rise of ‘vibe coding,’” Johnstone said. “We give users the flexibility to experiment with custom code when they want more control or customization.”
For advanced needs — such as integrating third-party services, building complex eCommerce features, or creating unique user experiences — Squarespace also offers access via APIs, as well as a full suite of developer tools.
And this is all within one platform, which Osborn said is entirely intentional.
“In an increasingly fragmented market, our unified approach … supports enterprise-size companies looking for a flexible, design-forward platform,” she said. “We eliminate the need to stitch together multiple tools, making it simpler and faster to build and grow a brand in one cohesive environment.”
Blending AI with Human Creativity
While Squarespace embraces AI, it’s only to enhance human creativity. Its AI tools help with design, copywriting, SEO, and product descriptions, while users maintain creative control.
Every Squarespace template starts with a clear, intentional look. Think balanced spacing, sharp typography, and layouts that feel purposeful and are shaped by real designers, not trends or algorithms.
Blueprint AI is the clearest example: Give it a brand personality and goals, and it builds a complete site — copy, images, and layouts — that are aligned with professional art standards.
“[Blueprint AI] is our AI-guided system that helps customers create a personalized, professionally-structured website in minutes, based on fundamental design principles and tailored to their unique brand inputs,” Osborn explained.
Even its premade template editor isn’t just about dragging and dropping. Tools like Site Themes, Layout Switcher, and Fluid Engine give finished options that users can tweak to their heart’s content.
Of course, Squarespace is not alone in recognizing the value of human-AI collaboration. DreamHost, for instance, recently began offering free, human-crafted WordPress sites with any purchased hosting plan to offer a more personal experience.
These aren’t just assumptions; one report shows that people tend to spend more time on human-made sites. They also perceive them as more trustworthy and authentic compared to AI-generated ones.
Even AI crawlers can tell the difference. With search shifting from Google queries to copilots and AI summaries, algorithms now favor human-first, relevant, and genuinely informative content. It’s no longer about keyword stuffing or geotagging; content has to earn a place in AI-generated results.
“With the rise of AI-driven search, we’re once again at the forefront with features like AI SEO/AIO, helping our customers stay visible and competitive in a rapidly evolving discovery landscape,” said Johnstone.
Looking ahead, Osborn said the goal remains the same: to offer design-forward tools that help entrepreneurs grow.
“We’re not only building products that make it faster and easier to create a beautiful, professional site, but also giving users the tools to grow their business and audience, show up in AI-driven results, and build long-term trust with their customers,” Osborn said. “It’s an exciting time, and we’re proud to help our customers navigate it with confidence and creativity.”
