Wix acquires Hour One, accelerating its push into AI-powered digital experiences
Website giant moves to control video-based user experiences and reduce third-party dependence.
Wix.com, the Israeli global website building platform, has acquired Israeli generative media startup Hour One, in a bid to expand its artificial intelligence capabilities and secure a competitive edge in the evolving landscape of digital content creation. The acquisition, announced Friday, is aimed at integrating Hour One’s advanced AI-generated video technology into Wix’s core platform, reinforcing its strategic push into AI-powered web development.
The deal brings into Wix’s orbit a company known for studio-quality, AI-generated video production that requires no traditional cameras or crews. Hour One, founded in 2019 by technologist Oren Aharon and co-founders Lior Hakim and Arnon Kahani, built its reputation on enabling scalable, personalized video experiences using synthetic presenters and real-time rendering, capabilities increasingly sought after in a web ecosystem pivoting hard toward immersive media.
“This move reinforces Wix’s position as a leader in the new era of generative AI,” said Ronny Elkayam, Wix’s Chief Operating Officer. “We see significant opportunities to accelerate innovation and build experiences the industry hasn’t yet imagined.”
For Wix, best known as a DIY website platform for small businesses and creatives, the acquisition signals a deeper transformation. Long competing on ease of use and web design templates, Wix has more recently been repositioning itself as an AI-first company, part of a broader arms race among software firms to automate, accelerate, and differentiate digital content creation through generative technology.
At the center of Hour One’s appeal is a proprietary infrastructure that blends generative AI inference with high-fidelity 3D rendering, a combination that could power video narrators, personalized explainer content, virtual storefront greeters, and more, directly on Wix-built sites. The company’s technology has been used to deliver interactive experiences that mimic live video, but are built entirely from code and algorithms.
Bringing these tools in-house gives Wix greater control over a rapidly evolving technology stack, and potentially helps it reduce reliance on external AI providers, many of which operate with opaque pricing models and shifting terms of service. Elkayam also emphasized the cost benefits and product velocity advantages of owning the underlying infrastructure rather than licensing it.
Just as significantly, Wix is acquiring a team of technical specialists in a field where talent is scarce and highly competitive. Hour One’s staff, including its founding team, will join Wix at its headquarters.
“From day one, we’ve been driven by the vision of making high-quality media creation accessible and scalable through AI,” said Aharon, Hour One’s CEO. “With Wix’s global reach, product innovation, and commitment to empowering creators, we’re excited to amplify our impact.”
