I'm a CMO who's using AI to transform my team by replacing specific roles with 'full-stack' marketers

Lara O'Reilly Wed, May 13, 2026 at 7:06 PM UTC

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Omer Shai, CMO of Wix, said he's reorienting his marketing department around "full-stack marketers," thanks to AI.Wix -

Wix's CMO says he's deploying AI and "super agents" to reshape his marketing department.

A version of this post appears in the CMO Insider newsletter.

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This as-told-to essay is based on a conversation with Omer Shai, chief marketing officer of the website-building platform Wix. It's been edited for length and clarity.

My department has been using AI for years in terms of thinking about creative, and using the tools to make our lives easier. I'm working with all the LLMs like ChatGPT, Gemini, and Claude.

It's much easier for me to work with the team because I can be much clearer with what I would like to create. Even though I'm not a content writer or creative person, I know how to work with tools that can bring us to 70% or 80% of my idea.

I'm working with my own super agent that I created on Base44, a company we bought last year.

I'm in Sydney, Australia, so I have very late meetings and very early mornings — things that are horrible in the UI of a calendar because you only see the day you are in. I have a meeting at 6 a.m. most of my days, and I like to prepare. Once I woke at 5.40 a.m., 10 minutes before I got the alert that I had a meeting, it caught me by surprise.

I set up my super agent so that the night before my meetings, it automatically sends me a reminder of what's on my calendar the next day, along with prep materials for each meeting. So I start every day already briefed and ready to go.

I'm responsible for Base44's business as both a CRO and a CMO. My agent is connected to HubSpot, my email, and my calendar. It reviews all the leads we receive and sends alerts based on each lead's urgency and potential. I get daily reports of the health of the leads and where they are in the pipeline. I created this specific application, so I don't need to work with anyone. I can do everything by myself.

I also have an application for social listening that measures any posts that are published online and on social platforms, and the engagement and traffic that they get.

I'm more of a WhatsApp person, so I have an agent that works with my Slack to help me get the information that's important to me that I might miss in the channels.

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AI for me is like a superpower. I think that I'm much smarter today than I used to be because of that.

It's difficult to quantify the time savings in a straightforward way, and that's actually part of the point. It's not just that the agent is doing things faster. That's why I say it gives people superpowers, it expands what's possible, not just what's efficient. To put a number on it would actually undersell what it does.

Wix is reshaping its marketing department around 'full-stack marketers'

I'm in the process of changing the job roles like "content writer" or "product marketer" in the marketing department. I'm trying to create more of a "full-stack marketer."

The full-stack marketer can take projects from almost the beginning to the end. I will need to create a lot of systems to support them, like brand guidance and feedback.

I'm in the process of making the department much more shallow and moving much faster from idea to production. Take the designer example: this means the designer doesn't get stuck in a feedback loop waiting for a content writer to provide the text.

I just need smart people. You need curiosity and an open mind.

I think it's going to be much easier for the younger generation than people in their 30s and 40s because those are the people who need to adjust first.

I think that a lot of time, we are the ones to put boundaries on what it means to be a designer or in product marketing. For example, my designers are creating content, and they are also responsible for the text. I started cutting those barriers years ago, and with the tools, it's much, much easier for me to do.

The combination of very talented people and powerful AI tools means that smart people are no longer limited to their defined lane. They can do more, so they do.

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