Key Takeaways
On August 11, Wix released something that’s unlike anything else it’s ever flagshipped: Symphony, a multi-agent AI platform that acts like a full-time team for SMBs.
The company is opening the door to other platforms, too: Providers that support MCP or A2A can connect to Symphony, then use Wix’s Packs (a way to package and distribute to their own customers) to offer the AI team to their own customers, hosting providers included.
Most SMBs have enough AI tools to fill an organization chart — one for writing marketing emails, another for making images, another for scheduling. And it all inevitably leads to another tab being opened to keep track of the rest.
Wix asks: A restaurant doesn’t need the same help as a fitness instructor, so why should they all get the same collection of AI tools?
“We built Symphony to be the go-to AI agent orchestrator for SMBs,” said Ronny Elkayam, COO of Wix. “It is purpose-built for how small businesses operate, combining Wix’s two decades of SMB expertise with a coordinated multi-agent system that can learn how a business works, take action and help owners grow with more speed and confidence.”
Symphony Puts an AI Team in Charge
Wix describes Symphony as a “family of agents,” but the easiest way to think about it is as one AI team with a manager.
The business owner talks directly to Maestro, Symphony’s centralized agent, and Maestro figures out which specialized agents need to handle the work. Once identified and tasked, the agents can work across the business’s existing tools and approved workflows.
The setup is meant to keep the owner from becoming the project manager for their own AI (though the agents do keep them in the loop when a decision needs approval). Symphony’s agents also hold a daily “morning meeting” to review what happened, decide what needs attention, and mention potential opportunities. For a pizza shop, that could mean noticing that mozzarella prices have changed and suggesting that the owner negotiate with their supplier.
According to Wix’s small business survey, 55% of SBOs already use AI, but most are still using it for marketing and creative work rather than administrative tasks. The funny thing is, hosting providers already have these customers.
Opening the Door to Hosting Providers
When you hear that Wix releases something, one of the last phrases that come to mind is “standalone” or “agnostic.” That’s because for two decades, Wix has built its business around bringing SMBs onto its own platform.
But as said, Symphony is unlike anything else Wix has ever released. Instead of requiring businesses to come to Wix, Wix is making its AI available across the platforms they already use, no migration needed. (Perhaps another pain point Wix has identified?)
Wix says platform providers that support MCP or A2A can be added to Symphony. MCP provides a standardized way for AI systems to connect with 57 external tools and services, while A2A is designed to let AI agents communicate with one another.
And maybe this whole thing is the point — Wix doesn't need the customer to switch to its platform anymore. It just needs to be enough that customers want to add it to the stack they already use.
And if hosting providers can distribute Symphony to their own customers, why wouldn't they? They get another service to sell, another reason for customers to stick around, and a way to help with a problem their SMB customers are already dealing with: too many tools and not enough time to make them work together.
