Wix Acquires Hour One to Expand AI-Powered Video Capabilities

Wix.com has acquired Israeli AI startup Hour One to enhance its generative AI capabilities and accelerate innovation in web and digital content creation. Hour One specializes in AI-driven text-to-video technology that produces studio-quality, personalized video content using lifelike virtual avatars without traditional filming, aligning with Wix's vision to create smarter, faster, and more immersive web experiences. This acquisition allows Wix to reduce reliance on third-party providers, better control technology quality, and manage costs, while integrating Hour One's deep expertise in generative AI and media infrastructure. Wix’s COO Ronny Elkayam emphasized that bringing these capabilities in-house positions Wix as a leader in the generative AI era and opens new opportunities for innovation. Hour One’s founders also view joining Wix as a natural progression to scale their technology and impact. The move marks a significant step in Wix's transformation into an AI-first company, aiming to redefine digital content creation with advanced, scalable AI-powered tools.