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Introduction Every week brings a new AI model, a new coding assistant, a new agent framework. The pace can feel overwhelming. Yet beneath the churn lies a single, surprisingly simple fact - the fact this whole revolution turns on: AI became so powerful because it learned language exceptionally well. In this article I want to step away from the weekly headlines and ask a more basic question: why is language so tightly bound to intelligence - human intelligence in general, and

At Wix, "Media" isn't just about storing files. It's about processing streams of information - images, video, and audio - at an immense scale. We host over 300 million websites and serve more than 6 billion media requests every single day. To handle dozens of petabytes of data while keeping costs low and latency minimal, we had to treat media handling as a complex engineering discipline. Below are five specific technical challenges we faced and the architectural solutions we

By the time you finish reading this, someone at Wix is probably in the middle of a data migration. We've run migrations that lasted anywhere from a few months to two years. More recently, we've completed large and complex migrations in a few weeks. The difference wasn't the tooling, which barely changed. It was that we had finally learned which problems show up in every migration, and started dealing with them before the migration began instead of in the middle of it. Recap:

A user opens a support ticket. Their subscription cancellation stopped working. Somewhere inside a system with thousands of services and millions of users, something broke. Before we built Wix Orchestrator, here's what happened next: the ticket joined a queue. Days later, a support engineer picked it up, tried to reproduce the issue, contacted the customer to gather more context, and opened a Jira ticket routed to R&D. We triaged it, prioritized it against everything else on

No one wakes up excited to do a code migration. Deprecated libraries, method version upgrades, infra changes - they happen constantly, they affect dozens of teams, and they always arrive at the worst possible moment. A small technical change somehow becomes months of coordination. Slack threads. Priority negotiation. Manual tracking. Reminders. Many google sheets. For years, I managed cross-team projects at Wix, and migrations were always the hardest part. Not because they'r

During 2026, I shipped code that I don't fully understand. It was written in a programming language I'm not even fluent in. A year ago, this would have been a fireable offense. There's no way I would have stood on a stage at a Wix Engineering conference, my employers in the crowd, and said that sentence out loud. Last week, it was just another Tuesday. And here's the part that's been keeping me up at night: I was proud of it. That's a paradox, right? If someone else wrote it,

Every developer building with AI agents eventually hits the same wall. You write a masterpiece of a system prompt, loaded with rules, edge cases, and brand guidelines. It works perfectly... until you add one more rule. Suddenly, the agent gets "context fatigue," ignores half your instructions, and hallucinates a creative but entirely broken solution. We need to stop trying to make agents perfect on the first try. Instead, we suggest a new architectural approach: organizing ag

Ask a naive agent to find a bug in a codebase with thousands of repositories, and it will find the first textual match and stop. It won't ask why. It won't check whether what it found is actually relevant. It won't explore related services. It'll just return something and call it done. We, at Wix, discovered this the hard way. And it's what pushed us to build something more deliberate: a research engine that doesn't just search, but reasons about what it's looking for and why

When you have over 2,500 microservices and thousands of engineers working across a massive multi-product platform, "just use AI coding tools" is not a strategy. It's a starting point - and not a particularly useful one. The question we kept coming back to at Wix wasn't whether to adopt AI in our engineering workflow. That ship had sailed. The question was: what does agentic coding actually look like when you have strong domain boundaries between services, a monorepo with year