Wix Case Study

How Wix scaled AI-native work to 5,000 employees with willow

Wix needed a secure, governed way to connect employees and agents to internal tools, documentation, and workflows. With willow, the AI Core team built the  enterprise MCP infrastructure that now supports nearly 600 tools and 300,000+ weekly tool calls across engineering, product, design, HR, finance, legal, and business teams.

Wix has spent the past year moving fast towards enterprise-wide AI adoption.

In early 2025, the company recognized AI would affect how engineers built products, how product and design teams contributed to the software development lifecycle, and how teams across finance, HR, legal, GTM, and other functions interfaced with internal knowledge and systems.

“We understood that we needed to really be on top of that change and not wait for it to happen passively,” explained Asaf Yonay, Manager of AI-Native Transformation & AI Platforms at Wix.

That urgency led to the creation of AI Core, the group responsible for transforming Wix into an AI-native company. The team began in R&D, building out AI capabilities for Wix’s 1500 engineers. But within weeks, the target scope expanded to company-wide AI enablement – all 5,000 employees.

Wix organized the transformation into three rings: engineering, teams directly involved in the software development lifecycle (product, UI/UX, design), and the broader business (finance, HR, legal, business, and other non-technical teams) that could benefit from AI productivity gains if the right tooling existed behind the scenes.

For Dror Arazi, Lead AI Software Architect at Wix, the infrastructure challenge was clear. Wix needed a secure, centralized way to bring context and tools into internal agents. It had to work for developers building deeply technical agentic workflows. It also had to support employees who would never write an MCP file, but still needed AI systems that could access the right internal knowledge and tools.

“We wanted a secure way with a supportive UX to port in context and tools to our internal agents at Wix,” explained Dror. “We needed to address security issues by handling integrations in a single centralized, secured place, and offer a portfolio of capabilities that we expose to the company.”

Connecting AI agents to internal tools without security risks

AI usage requires connecting agents to tools. But each new system (Git, Jira, Slack, Figma, Grafana, Google Workspace, internal documentation, custom infrastructure tools, etc.) incurs security risks. 

Wix set out to design a central standard where integrations didn’t compromise trust, access, supply chain risk, or internal data exposure. The AI Core team wanted a simple agent experience: if a Wix employee wanted an agent to work with Git, Jira, Slack, or an internal service, there should be a company-approved way to do it, without having to invent the integration pattern or trigger a security review for each MCP. 

Wix needed an enterprise-grade system for enterprise-scale adoption. A place where employees could find approved tools, connect them to agents, and rely on the same underlying security, authorization, auditing, and identity standards.

willow as the enterprise MCP gateway built for security, identity, and speed

The technically capable team considered whether to build the required infrastructure internally.  But they needed more than a basic gateway. Enterprise readiness spans security controls, auditing, identity integration, stakeholder access, support for internal MCPs, and keeping pace with a rapidly changing AI infrastructure landscape.

willow stood out as the enterprise-ready partner to drive broad internal adoption, fast. “[willow] handled all our enterprise requirements…security and auditing, shadow MCP protection, and prompt injection protection.”

With those concerns addressed at the platform layer, the cross-functional conversation around AI enablement could move faster. “When a company comes and solves those problems for us, that’s a really big advantage,” Asaf said. “The discussion becomes about features and not about trying to tone down the system because of those enterprise concerns.”

willow became the central system for approved AI capabilities

With willow, Wix created a centralized system where employees browse a catalogue of available capabilities. From SaaS providers to home-grown internal tools, community MCPs created inside Wix, and services that teams wanted to expose to agents.

“Today, when engineers log into our willow landing page and just choose from a list,” explained Dror. The same system also made it possible for non-engineering employees to benefit from MCP-powered AI experiences without needing to understand the protocol or manually configure integrations.

willow also functions as a discovery layer. Internal teams can build MCPs, expose them through willow, and make them discoverable without relying on tribal knowledge or long documentation trails. “You just find everything in willow. I think that’s a really big advantage,” said Asaf.

Unlocking internal documentation for widespread adoption

One internal MCP changed how the broader Wix team understood the opportunity: internal documentation.

Wix had extensive internal documentation about systems, processes, infrastructure, and ways of working. Before willow, agents could not reliably access that knowledge with the right authorization and security controls. And without internal context, the agents could not understand how Wix worked.

“When we issued our internal docs MCP through willow, people immediately got value out of it,” Dror said. “Their agent immediately understood Wix, sometimes even better than they knew Wix.” Seeing the opportunity clearly, teams started connecting more and more tools and exposing their own systems.

Okta integration gave Wix identity-aware MCP access without rebuilding 

For Wix, enterprise AI infrastructure had to align with existing identity systems. Okta served as the company’s identity provider, connected to Active Directory through LDAP, managing employee groups and internal SSO. willow needed to integrate with that environment so MCP access could respect user identity, group membership, and authorization requirements.

The integration allowed willow to prompt SSO for the employee, use those details to register the MCP user, and verify authorization against Okta before allowing access—keeping the end-user experience simple while preserving the security expectations of an enterprise identity environment.

This was especially valuable during Wix’s migration away from Duo and Keycloak to Okta. Because willow had integrations for both Keycloak and Okta, Wix avoided building and migrating much of that identity infrastructure. “willow spared me three weeks of pain during the Okta migration alone,” said Dror.

Wix also leveraged willow to navigate protocol-level challenges around dynamic client registration. MCP clients often expect DCR, but Wix cannot allow anonymous or blindly registered access to private systems. willow acted as the middle layer: it exposed DCR-like behavior to MCP clients while handling secure registration through SSO and Okta behind the scenes.

Security teams gained visibility into shadow MCPs, prompt injection, and sensitive data exposure

The more AI agents use tools, the more security teams need visibility into what those agents can access, what they are calling, and whether sensitive data is being exposed. Wix’s security engineers are responsible for understanding where applications might expose sensitive data. Using willow, they can monitor tool usage risk detection, including cases where confidential details such as secrets or keys could be exposed.

“willow can detect wherever we expose any data item that should be confidential, and they are able to warn us or even redact it entirely,” explained Dror. As adoption scales, the security team closely monitors willow’s dashboards to review findings, warnings, and redaction settings, keeping shadow MCPs and prompt injection at bay.

Provisioning AI to 5,000 users, 600 tools, and 300,000+ weekly tool calls

Wix’s company-wide AI transformation is evident across usage metrics. In one recent week, nearly 5,000 distinct users used willow to connect AI systems, exceeding the size of the engineering organization alone. The system includes almost 600 unique tools and nearly 300,000+ tool calls per week.

That scale includes both human users and machine users. Wix also connects internal bots and agents through willow using service-account-style access, allowing automated systems to use the same capabilities and tools without requiring a human SSO flow.

The growing demand is also reflected in increasingly active support channels, with team members across Wix asking how to deploy MCPs, expose MCPs, troubleshoot willow visibility, and add more internal systems. “Every week we get more requests than the previous week,” emphasized Dror.

Staying at the leading edge of enterprise AI

Looking ahead, Wix is focused on the next frontier of AI-native work: moving from online agent assistance to more delegated, offline workflows. 

Wix is not waiting for the enterprise AI stack to settle before building. Their work is happening alongside rapidly evolving industry standards, where vendors need to serve as an extension of the team. “What I like about willow is how they stay in the front line, leading the charge of developments that happen in this realm,” Dror said. “This is a moving target, and it’s moving fast…willow helps us adapt to the rapid changes in the domain. They keep building features according to where this technology is moving…from supporting skills to plugins to future standards in a matter of days.”

Having standardized how employees and agents access tools and context at scale, Wix is steadily moving toward 100% AI platform adoption and preparing for a future in which more workflows are delegated to offline agents.

“Where we are going, no one knows. But it’s fun to work hand-in-hand with willow as another pioneer to the unknown destination.”

About Wix:

Wix is a global website creation and business platform that helps individuals and enterprises build and manage their online presence. Asaf Yonay, Manager of AI-Native Transformation & AI Platforms, leads AI Core at Wix–the group responsible for helping the company become AI-native. Not just by giving all 5000 employees access to AI tools, but by building the infrastructure, workflows, and standards that make AI useful and secure across the organization. Dror Arazi, Lead AI Software Architect, joined the group to help design and scale the technical foundation behind that transformation.

About willow

willow is an identity and access platform for enterprise AI agents – The only AI governance platform that gives enterprises the AI visibility they need and the control to act. The company enables organizations to securely connect AI agents to internal systems with runtime permissions, centralized controls, auditability, and full attribution of agent activity.