Source connects with your codebase and martech stack, bringing agentic and visual development into a shared operating environment, with every marketer, designer, and developer getting a workspace tailored to their job and the outcomes they own.

AI has made building easier. Anyone can ship a site through prompting, but building is only one part of the job. The hard part is what comes after: scaling what works, knowing what to change, and driving impact with every iteration.

That's especially true on the web, where AI has fundamentally changed how buyers discover, evaluate, and choose brands, raising the stakes from first impression to final conversion. Teams need to work synchronously with agents to ship campaigns, optimize for AI discovery, test variants for CRO, and localize across markets — continuously, not just at launch. But existing solutions haven't caught up to that reality.

Inside Source by Webflow

That's why we built Source: one system designed from the ground up for marketing teams and agents to drive growth on the web together. Here's what it unlocks:

Agentic scale with visual control, on one surface. Source makes code the foundation for everything that ships on your site. With direct access to that code, Source's agents can take on larger, more complex changes without the constraints of an abstraction layer. And when the work calls for a human hand or precise finishing touch, Source brings the best of Webflow's visual canvas, with every edit writing to that same underlying code. The result: AI speed while maintaining craft and control.

Views: a new way to tailor workspaces to your team. Every marketer, designer, and developer gets a unique workspace powered by Views: a new primitive that lets teams shape their software to the exact jobs and outcomes they own. Views are dedicated surfaces for visual site building, campaigns, content, optimization, and can be custom-built for any workflow your team needs. Each workspace is governed with brand systems, role-based access, approval paths, and audit trails from day one, so your team of practitioners and agents can move fast within the right guardrails.

A shared operating layer across your existing stack. Source is composable by default, bringing your codebase, CMS, hosting, and marketing tools (including sites you've already built in Webflow) into one environment where teams and agents work together. Whether you want to keep the infrastructure you've invested in or leverage Webflow's native solutions, Source provides the flexible workspaces, governance, and agentic layer your team needs to launch, optimize, and scale the web.

"Clients used to ask us about AI for one reason: speed. Now they expect it to scale across the website lifecycle and make them better marketers, not just faster ones. That's where Source comes in: build a page from a prompt, run agents with real guardrails so work gets done while you sleep, and give everyone on the team a view of only what they need to touch."

— Matt Varughese, Partner / CEO, 8020

Where existing AI solutions break down

We spend a lot of time with marketing leaders and agencies, and something they all share is an urgency to transform their web marketing processes with AI. Some have tried AI site builders or assembled their own custom stack by stitching together an AI coding tool or IDE, a headless CMS, and a deployment layer. What we heard over and over: these solutions are great for generating a site fast, but weren't built for what comes next.

Where they break down: Every session starts from zero, cut off from what a teammate's session already knows, the work that came before it, and how any of it performed. Everyone gets pushed through a prompt box, even when it's not the right tool for the job. And without governance, teams struggle to collaborate and scale, and they are unable to enforce brand standards, permissions, or review paths as more people and agents get involved.

"Agentic tools solved the zero-to-one build problem. But every fully custom stack I've built runs into the same wall: there's no interface for marketers, so they're stuck in a silo waiting on engineers who have to move on to other projects once the site's live. And without real guardrails, agents will break things in a handful of prompts."

— Stephen Wise, CEO and Co-Founder of Demandflow

Getting to launch faster only solves part of the problem. Source is what a system built for everything that comes next actually looks like, and for the people and agents doing that work together.

How Source comes to life across your team

Source brings your whole team and their agents into one home base, with the context, guardrails, and flexibility each person needs to move at AI speed without sacrificing control. Here's what that looks like in practice:

• Marketers work from interfaces shaped around the jobs they own and the access they need. A growth marketer might open their Source Inbox to AEO fixes an agent has already flagged and drafted, while a customer marketer might get a Slack alert when an agent spots a great customer story in a sales call, with a draft ready to turn into a case study or campaign.
• Designers bring your brand system (components, styles, voice, and tone) into Source, so anything a marketer or agent ships stays on brand. From there, they can build agentically and visually on the same surface: ask an agent to explore a new hero concept, take visual control for the last mile, like changing a headline's font size or swapping an image, or turn a comment into an agent task.
• Developers connect your codebase and stack to Source, with no migration or rebuild required. From there, they configure workspaces for each team member, and set the guardrails that marketers and agents can operate safely within, like what ships automatically versus what needs sign-off.
• Agents don't wait to be prompted. They continuously measure, recommend, and act on your behalf, surfacing opportunities with work already drafted and ready for review. You can create and customize agents scoped to exactly the jobs your team needs, like one that flags pages slipping on conversion and recommends variants to test, or another that checks every new page for brand voice before it goes live.

"Even the most advanced teams are struggling to make AI work in multiplayer workflows. Source brings what Webflow has always been good at: visual development, native marketing tools, collaboration, and governance, into one agent-native platform that works directly on code. For our clients building on Next.js and Astro who need AI to scale beyond individual developers and across the marketing team, Source will be our new default."

— Hal Zeitlin, Owner, Candid Leap

To see Source in action, watch our announcement from the Webflow Conference keynote, or if you’ve already seen it, check out this video of our deep dive session.

What Source unlocks for agencies

Agencies onboard a client's stack, customize workspaces and agents, then hand off ownership to the client's team, confident they have the tools and robust governance to ship safely at scale. But the mechanics are only half the story. For our agency partners, Source changes what's possible for your business in three key ways:

Expand what you can build, and who you can build for. Source works directly with real code, so the ceiling on technical and custom builds lifts. Projects you've had to decline, or hand off to a specialty developer shop, become work you can deliver yourself. And because Source is extensible by default, you're no longer limited to clients willing to migrate to Webflow CMS. You can now bring Source to a client's existing codebase and martech stack, and win the work without asking them to switch platforms first.

Turn your Source playbook into a product you can sell. Build a custom View around exactly how a client's team operates; that's your own product, encoded, and billable as differentiated work. You can publish that View once and install it on every project that needs it, the same way you'd install an app today. Either way, you're building something you own and can reuse for every client that needs it.

Be the AI consultant your client needs. Clients are already asking you to advise on their AI transformation initiatives, whether or not you have a solution that can meet their needs and evolve with them. Source gives you that platform to bring scalable agentic workflows to your clients' marketing teams, empowering you to turn AI consulting into a proactive, sellable service.

"Source is the only solution that allows whole marketing teams to move fast with AI, while still having the governance and scalability of a true enterprise-grade platform."

— Uros Mikic, CEO, Flow Ninja

We've been building Source alongside agencies from the start, with their feedback and hands-on experience with early versions of our platform, shaping where we go next.

The Webflow you know isn't going anywhere

Webflow powers digital experiences for hundreds of thousands of organizations around the world, and the platform you know and love isn't going anywhere. As we build Source, we will continue to invest in our existing platform that teams use every day, including expanding its agentic capabilities. You've seen this in our recent launches, from MCP 2.0 and 2.1 to native AEO agents to AI Code Components, with much more on the roadmap that we shared in our Webflow Conference keynote.

When Source is ready for you, and if you choose to migrate to our new platform, we will provide a supported path.

Join us as we shape the future of web marketing

The opportunity ahead isn't just to build more, faster. It's to give every marketer the ability to bring their craft to more of their work, with agents that learn from it, tools that adapt around it, and a team that gets better with every launch.

That's the future we're building toward with Source. One where marketers orchestrate the work and shape the agents, workflows, and systems they work with in order to turn the web into a channel that's continuously learning, improving, and driving growth.

Source is currently in a limited research preview, and we'll be enrolling select agency partners and customers in a phased approach over the coming months.

Fill out the form on webflow.com/source to stay in the loop on updates, or if you want a hand in shaping what's next, check the box and apply to join the research preview. If you’re approved, we’ll reach out with next steps.