DIY website building service Wix.com has launched a new “artificial design intelligence” (ADI) service to automate the process of building websites.

Founded out of Tel Aviv in 2006, Wix has so far served as an easy-to-use web development platform aimed at helping novices build HTML5 sites using drag-and-drop tools rather than code, while offering complementary services such as web hosting. Now with Wix ADI, the Tel Aviv-based company is looking to make creating websites even easier by using data garnered from its existing user base to feed into its new AI offering. So, websites created by algorithms is the general gist here.

Wix ADI is touted as the “first-ever AI solution for website design and creation,” and is being gradually introduced to users over the next few months. It is free to use in itself, but it’s subject to the usual Wix.com subscription plans that vary in price depending on the required bandwidth, storage, and other personal preferences.

Though many professionals have questioned the credibility of DIY platforms that promise to turn “noobs” into designers and coders, going the extra mile and getting machines to carry out the remaining spadework will likely raise even more eyebrows. But as with all these things, it really depends on what the use cases are — many small businesses and freelancers don’t need a feature-rich website that is 100 percent authentic and “on brand.” They just need to have something that looks nice and can be found through Google.

At any rate, Wix promises that no two Wix ADI websites are the same, with unique sections, pages, layouts, themes, colors, and so on. The creator basically answers a few questions and provides the platform with cues as to what the company is and what category it exists in, and then Wix ADI pulls in relevant photos, words, and layouts based on the business type and location.

Wix ADI

Above: Wix ADI

Users can then choose to customize elements of the site once it’s complete. For example, they can tweak themes, alter layouts, edit text, and pull in more images and sections.

“Wix ADI is the world’s first technology platform that combines website design and content creation with artificial intelligence to enable complete websites to be created in a matter of minutes,” explained Avishai Abrahami, cofounder and CEO at Wix. “Building a professional and complete website is the first step in getting online, and while Wix today makes it easy, challenges still exist. With Wix ADI, we solve these challenges, getting businesses online with a fully functioning, stunning looking website easier and faster than ever.”

Services that make it easy for anyone to pull together simple but functional websites are big business, with the likes of San Francisco-based Weebly nabbing $35 million in funding to date and more than 30 million users for a similar product. As for Wix, well, it went public on the Nasdaq back in 2013 and last year claimed revenue of more than $200 million.

Wix ADI has been in the works for years, and it follows a number of similar initiatives that have sought to bring AI into traditional human-centric industries, such as drug discovery, customer service, stock photography, and database management.

“Wix ADI isn’t just a new website builder — it sets a new market standard for web design,” added Nitzan Achsaf, head of Wix ADI. “We have been at the forefront of this market for nearly a decade, and now as one of the leading AI technology providers, we will make website creation accessible and easy for everyone.”

Meanwhile, you can check out the company’s official product demo video below.