The web is in the middle of a foundational shift.
AI now sits squarely between you and your customers, shaping first impressions, scanning your content, and influencing decisions before a visitor even lands on your site.
At Webflow, we have a front row seat to the impact of this moment. AI-driven discovery is on track to rival traditional search engines, with AI bot traffic to Webflow sites surging over 125% in the past year. That shift fundamentally changes how businesses think about their marketing funnels, customer engagement, and what it means to build a brand that commands attention.
As AI continues to change discovery, customer expectations, and the scale of our digital footprints, creativity is what will differentiate the world’s best brands. But for teams to be able to leverage the power of creativity, they need time to play. Because when teams have time to play, they take more risks, experiment with new ideas, and rediscover their spark — building the kind of brands that don’t just navigate change, but define the moment.
In our opening keynote at Webflow Conf 2025, we unveiled our vision for the next era of the web — and how Webflow will power the world’s most ambitious brands to thrive in the age of AI. In case you missed it, check out the on-demand recording of our keynote. The recordings of the breakout sessions will available on webflowconf.com in the coming weeks. Stay tuned!
Today we unveiled our vision for the next era of the web and how Webflow will power the world’s most ambitious brands to thrive in the age of AI. We announced a new set of agentic solutions that will help create the space teams need to be creative, and redefine what building for the web looks like. With new products empowering non-technical teams, it’s now possible to go 'prompt to production' with Webflow AI. And we shared three ways teams can meet the moment today to stand out and prepare for what’s next.
Our vision for a more creative future
The changes we’re seeing across the web are undeniable. One question we keep coming back to is: where is this all going? We believe the future of marketing online will shift in three major ways.
First, your design system will evolve into a full operating system for your brand. No longer just fonts and colors, but messaging, positioning, and competitive differentiation. This expanded brand system will become the soul of your brand, carefully shaped and maintained by your teams and agency partners.
Second, while humans will always be the stewards of that brand soul, AI will become the partner that scales it. Teams will set the rules, and AI will use that operating system to remix and generate content, assets, and personalized experiences at scale — one brand, infinite expressions.
Finally, at that scale, where no single person can track every detail, teams will need powerful governance tools to protect consistency and fidelity.
This is where Webflow comes in. Our AI-native Digital Experience Platform already houses your design systems, powers AI-driven personalization, and supports the governance workflows that keep collaboration seamless. And as the way we build for the web continues to evolve, we’ll be right there with you, helping you go further, faster.
Creating space for creativity with native prompt to production
We’re crossing into a new phase of AI. The conversation is shifting from what AI might do, to what it can actually build. To date, most code gen products have felt like magic at first, generating a draft in minutes but rarely delivering the last mile. With Webflow AI, prompt-to-production becomes real and unlocks systems that can be trusted to deliver production-grade platforms, not just prototypes. That’s where generative AI becomes genuinely useful to teams and truly trustworthy to brands.
With these updates, Webflow AI now unites app generation, content design, SEO, and publishing in a single system, letting anyone generate production-grade, enterprise-quality web apps directly from a simple prompt. Every app is built to leverage the existing power of the Webflow platform — inheriting your site’s design system, integrating with your CMS, and using existing components so your brand integrity stays intact.
The result is a direct path from concept to software, without tool-switching or compromise. Think pricing calculators, job boards, dashboards, or other experiences that used to take weeks of cross-functional effort, now delivered in minutes.
Webflow’s new AI code gen features are currently in private beta. Apply for early access here.
Tools to meet the moment
While we’re thinking critically about the future of the web, we also know your teams need more than vision, they need practical tools to navigate change right now. That’s why we introduced new playbooks designed to guide teams through the essential steps of building brands that stand out today.
First, we focused on the power of bold brands. Motion captures the attention of your human visitors the instant a page loads, and with Interactions powered by GSAP, bringing that energy to your site is easier than ever. Next, we turned to design systems. Flexible systems provide the guardrails your team needs, giving clarity on where the brand must stay consistent while also creating space to push boundaries forward.
We also explored how to create content that speaks AI — a mission-critical tactic for any team with a digital presence. Beyond optimizing for human discovery through search, you now need content that resonates with AI systems. Unlike search engines, AI crawlers don’t just index your content, they interpret your brand and tell your story on your behalf. To support this, we’ve introduced a suite of AI-powered discovery tools to help drive SEO and Answer Engine Optimization (AEO), and a new Answer Engine Maturity assessment to help teams identify untapped opportunities and chart clear next steps.
Finally, we highlighted the importance of personalization at scale. The expectation gap is huge: according to McKinsey 71% of consumers want personalized experiences, yet most websites still serve the same static homepage. Closing that gap is no longer optional, it’s the key to creating meaningful connections with your audience.
Does your website content speak AI? Get your free AEO maturity assessment today using our AEO Maturity Model.
It’s time to play
The pace of change can feel overwhelming, but the brands that win will be the ones that stay true to their vision, unleash creativity, and carve out space to play. Our promise is simple: Webflow will be right there with you, helping harness your team’s creativity to turn possibility into production.
Ready to dive deeper? Check out the full recap of everything we launched at Webflow Conf 2025.
