Webflow Debuts Website Experience Platform (WXP)
The acquisition aligns with Webflow’s focus on creating powerful, dynamic web experiences.
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Webflow, a Website Experience Platform (WXP) for modern marketers, designers, developers, and agencies, announced a suite of new AI applications at its annual conference, Webflow Conf.
As AI-first and AI-powered solutions become table stakes in today’s world, Webflow is upping the ante and embedding AI within every aspect of its platform. The announcement includes the launch of Webflow’s new AI Assistant, AI Optimize, and the acquisition of the GreenSock business, the company behind GreenSock Animation Platform (GSAP), the industry standard JavaScript animation library that allows designers and developers to craft high-performance and beautiful animations.
Modern marketers rely on Webflow’s Website Experience Platform because it combines the ergonomics of easy-to-use website builders with native insights and optimisation capabilities, similar to old-school Digital Experience Platforms (DXPs), with less bloat and integrated AI superpowers. The product launches build upon this trust and deliver the consumer experience customers expect with the enterprise-grade performance and scale organisations demand.
New features and products unveiled include:
- Webflow Analyze: Analyze brings a unified view of visitor behaviour into the hands of designers and content marketers, empowering them to make data-backed decisions that improve site performance.
- Webflow Optimize: Webflow’s native optimisation solution includes AI-powered A/B testing and personalisation. Optimize learns from site visitors in real-time, ensuring a dynamic, personalised user experience each time. Webflow Optimize is also available as a standalone tool.
- Webflow AI Assistant: Webflow’s new AI Assistant allows team members to quickly design and generate new styled content within a site’s existing design system using conversational prompts. The tool uses existing classes, variables, and site context to create on-brand drafts for review. Additionally, the AI Assistant can generate a full CMS item with contextually relevant content based on a simple prompt – a time saver when spinning up realistic content for new pages.
Webflow also announced it has acquired the GreenSock business, the company behind GSAP, a rich JavaScript library and toolset that helps designers and developers create and manage professional-grade animations on the web – to support Webflow’s Interaction solutions.
Over 100,000 Webflow sites already use GSAP through custom code, and the library will remain publicly available for all developers to use across the web. The acquisition aligns with Webflow’s focus on creating powerful, dynamic web experiences and supports the buildout of Webflow’s Interaction solutions.
“Webflow is crucial to enterprise and creative teams, who are under more pressure than ever to create amazing website experiences,” said Linda Tong, CEO, Webflow. “Incorporating powerful new technologies like AI into our platform helps teams build faster and more efficiently – all without losing brand identity or sacrificing revenue potential. We set a high bar for visual web development over a decade ago; today, we’re raising the bar with our evolved Website Experience Platform.”
“AI can supercharge how users interact with websites and reshape how marketers engage with engineering teams, and today’s updates are designed to deliver the benefits of AI throughout the entire Webflow experience,” said Rachel Wolan, CPO, Webflow. “These tools, combined with the capabilities of GSAP, allow teams to move faster and spend less time on rote tasks and more time focused on creativity.”
The news marks the latest business momentum for Webflow. In April, Webflow acquired Intellimize – a startup leveraging AI to personalise websites for unique visitors – to provide better web optimisation capabilities to its customers.
In September, Webflow announced the availability of Adobe’s popular Adobe Express App on the Webflow Marketplace, providing marketing teams with a seamless design tool for editing images and generating captions without leaving the Webflow platform.
