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Join for freePosted: Wed 23rd Sep 2026
AI can do more than answer questions.
With the right context and coordination, AI agents can help small business owners move work forward across marketing, customer communications and day-to-day operations.
In this session, Crystal Carter introduces Symphony by Wix, an AI agent platform built for independent businesses.
See how a coordinated team of specialised agents can understand your goals, identify what needs attention and help carry out the next steps, all through one conversation and with you in control.
What AI agents are and how they differ from standalone AI tools or chatbots
How coordinated agents can support marketing, customer communications and business operations
How to start identifying repeatable tasks and growth opportunities where AI agents can add value
Symphony by Wix is an AI agent platform built specifically for independent business owners and small businesses, the new way to build, manage and scale your business with a coordinated team of AI agents working across every layer of your operation.
You get a unique team of agents built around your goals, loaded with 20 years of Wix knowledge from 300 million businesses and connected to every tool you use. On the surface, one conversation. Underneath, everything it takes to run and grow your business, handled.
Crystal is head of AI search and SEO communications at Wix and an AI, SEO and digital marketing professional with almost 20 years of experience.
She has worked with global brands, including Disney, McDonald's and Tomy, and regularly hosts webinars and podcasts that make complex technology practical and actionable.
Her work has been featured by Google Search Central, Microsoft, BrightonSEO, Moz, Semrush and OMR.
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Lightly edited for clarity.
Beth: Hello, everyone, and welcome to today's Lunch and Learn as part of Wix Wednesdays. My name's Beth, and I'll be your host today. Wix Wednesdays is a free three-part webinar series from Wix and Enterprise Nation designed to help small business owners build, sell and grow online, with practical guidance on websites, ecommerce and AI.
Whether you're starting from scratch, looking to sell online or exploring how AI can save you time, each session offers practical advice and tools you can put into practice straight away. We're joined today by Crystal Carter, Head of AI Search and SEO Communications at Wix. Crystal is an AI, SEO and digital marketing professional with almost 20 years of experience.
In this session, Crystal will introduce Symphony by Wix, an AI agent platform built for independent businesses. Please add any questions to the Q&A as we go along.
As always, the session will be recorded, and we'll send the deck along with the recording in the follow-up email later today. So over to you, Crystal.
Crystal: Thank you so much for that lovely introduction, and hello, Enterprise Nation. I'm pleased to be back for the last in the Wix Wednesdays series – I'll miss having my lunches with you.
I'm a growth expert at Wix and, as Beth said, I've been doing this for a while – 20 years or so. I've worked with businesses of all sizes, from small businesses to enterprises. Lately, I've been doing a lot around AI transformation: how people can use agents, how they can get their websites ready for agents, and how they can take advantage of everything that's happening in AI.
But today, I'm here because my team at Wix has built a very special tool that can help businesses grow and thrive. It's called Symphony by Wix, and we tend to tell people it's a place where businesses can grow. We call it Symphony because it helps keep your business in symphony.
If you'd like to download the app, you can do so now using the QR code, and I'll go through exactly how to use it later on. It works really well on a phone, though you can use it on desktop too. The tool is set up for SMBs – it's a new way for them to manage and grow their businesses using agentic AI.
Today, we're going to talk a little about what agentic means and what AI agents are. We'll cover how you can use them to help your business grow and how to create AI agents with Wix Symphony. So if you've downloaded the app using the QR code, you can have a go when we get to that section later on.
So what are AI agents? An AI agent is essentially an autonomous software system that uses AI, data and machine learning, and it can take actions on a user's behalf. AI agents are an evolution of automation and AI tools.
The software can take a goal and figure out the steps to reach it, so you don't have to hand-hold it every time. Typically, you'll give it one instruction – in machine learning, this is sometimes called an SOP, or standard operating procedure. It will then plan, make decisions and use tools in the background until the job is done, and it can do this repeatedly.
For instance, if you wanted to post on LinkedIn every time you published a new blog, you could set up a system that did that. One of the things people ask me all the time is whether AI agents are the same as AI assistants. Is using something like Symphony the same as using something like ChatGPT?
They're not exactly the same. Think of an AI assistant as a helper that responds to your requests, and an AI agent as a doer that will chase a goal you give it. Assistants are for quick help, and agents really shine when a job has lots of different steps, and you'd rather not have to babysit every single one.
AI agents can work towards a goal that you set, taking multiple steps along the way. They're very proactive and can work on their own. They can use tools and keep context based on what you're doing – I'll talk about context a little later.
You'll need to review their work, but you probably won't have to prompt every step, so they're really good for complex, goal-based workflows. With an AI assistant, in terms of autonomy, you'll need to respond every single time, as it will wait for you to tell it what to do. In terms of tools and memory, it may or may not remember the conversation you had with it five minutes ago, so it's a different sort of tool.
An agent, on the other hand, can access online tools and online data. If you have a product feed, for instance, it could access that, and the same goes for your email or marketing. Agents will also follow instructions consistently, so if you say, "Every time this happens, do this," they'll do that every time.
That can improve consistency across your business operations. If you already work with automations, an AI agent is a great next step, because it will build on them and cut down the time you need to be involved.
And because an agent can access all of this data and all of these tools, it can make decisions based on the data it has. If it has access to your inventory through your website, for instance, it could say, "Right, we're low on inventory. I should update this, add it to a sale or send out a 'get your last orders in' message for this product."
Agents are great for every business type, and this is some of the research we've done around Symphony. For a service business, you could use an agent to help with appointment confirmations, WhatsApp and email reminders to prevent no-shows, rebooking requests and so on.
In hospitality and food, you could use an agent to help write descriptions for social media or menus, or for ingredient calculations. You could also use it for post-event follow-ups – say you've had a big product launch or restaurant opening; it could help you with follow-up questions or content.
For ecommerce, it can help you schedule social media, follow up on orders – for example, corresponding with customers about abandoned carts – and update product copy. If you're a solo professional, you might use it for onboarding, where you need to ask clients for certain documents or information.
It could also give you a weekly performance report: you've closed this many deals, got this many sign-ups and have this many people taking your course. For health and wellness businesses, such as masseuses or yoga teachers, it can help with intake and monitoring, appointment reminders and approval for gated patient requests or communications. If you're a dentist, for example, you might use that kind of approval step as well.
One of the important things with agents is that you can set them up to run automatically or to include an approval step so you can get involved. Symphony, for instance, has a few built-in agents. They're trained on 20 years of accumulated knowledge from Wix, which has over 300 million users across every industry and geography.
The built-in agents cover six function areas. There are more, and they'll be customised, but this is an example of six of them: outreach, marketing, scheduling, research, finance and design. Each business will get different agents that are unique to its goals and needs.
If we look at the finance agent, for instance, it would track revenue, monitor cash flow and flag payment issues, and it knows what healthy financials look like for your business. So it might say, "Hey, we've undersold this month. Should we have a sale?"
Going back to agents versus assistants, just to close out this section: an assistant will wait for your prompt, whereas an agent will act once you set a goal. An assistant takes one step at a time, while an agent will run multistep workflows. An assistant starts fresh each time, but agents keep context across steps.
If you set up Symphony's agents for your business, every time you ask a question, they'll assume it relates to your business and use all the information they have about it. Then there are tools and integrations: assistants answer from one app, while agents can reach out to other tools and data, and they'll do so consistently.
In terms of oversight and control, with an assistant, you have to approve every step. With an agent, you approve the result, but not necessarily every step. Agents really shine when a job has many steps.
So let's talk about what agents can do for you. These are some of the user stories we've seen from Wix Symphony – we have loads from businesses that have used agents to streamline their operations, remove bottlenecks and essentially act as part of their team.
The first is the overnight operator. The store owner came to Wix with a clear vision and a tight timeline: they were running an Italian deli and were weeks away from opening the doors. But they didn't have a working online store, and they had no way to start building an audience or taking pre-launch interest.
On the technical side, they needed to configure a five-section menu. The agent helped them set up 58 custom item modifiers, including a charcuterie builder, and write brand copy that sounded like them. It felt like a project that would have taken the owner days, but with Symphony, they got it ready overnight while they were sleeping.
The business owner didn't need a development team or a marketing team in the end. They were able to build something that could move as fast as they needed. Basically, he explained the brand and then let the agent handle the structural work.
The menu got built, the modifiers were configured, and the website's About page came back in their style. Symphony's multi-agent architecture meant lots of different parts of the store were built simultaneously, so nothing was waiting on anything else.
If we think about the user journey here, there were a few steps. First, they opened a store on Wix. Then they went to Symphony – I'll show you how to do that in practice later on – and asked it to structure a five-section menu.
They provided details about their products, brand voice and guidelines, and from this, Symphony configured the 58 item modifiers. The business owner then just needed to review the outputs and launch the store. As someone who's worked with small businesses, I know owners have to wear a lot of hats, and this can make it easier to move forward.
Another example was from a non-profit called Ember Circle. Ember Circle is run by two volunteers, and they were able to launch 11 automated care workflows and a 24/7 crisis monitor. That meant they could keep monitoring even with a team of only two, increasing their capacity without increasing costs to the organisation.
They needed to make sure the community they supported had consistent, reliable contact – check-ins, resources and responses – and there was no slack in the system when something urgent came up. Before Symphony, the volunteers were the only thing standing between members in distress and getting help.
Symphony built 11 automated care pulses in a single session. Each one handles a specific type of member interaction, such as routine outreach, resource delivery or follow-up sequences, so the workflows can run continuously without being triggered manually. The most important thing they created was the 24/7 crisis monitor, which detects distress signals and routes an immediate response at any hour, without having to wait for someone to become available.
To create this, they mapped out their workflow goals and identified the manual processes they wanted to automate. They then went into Symphony and selected the right automation tools for each, and Symphony built donor and volunteer communication workflows and launched the 11 care pulses and the crisis monitor. This is going to be useful for small teams everywhere – from my time working with businesses, I know it would save a lot of stress for a lot of teams.
Another one was a solo photographer who automated their entire booking flow. I don't know if there are many solo entrepreneurs in the audience, but getting back to people across all your different messages can be really tricky. This helped them create lead capture, instant follow-up and even WhatsApp alerts, so none of their enquiries went cold.
It meant they could get from enquiry to booking really quickly. They were busy behind the camera and editing, so responding to queries was difficult, which isn't uncommon for creatives.
Symphony built the response layer they didn't have. It created a dedicated booking page and a lead capture form, and connected them to automated WhatsApp and SMS follow-up triggers. Every new query now gets an immediate response, which means Clara doesn't have to stop what she's doing to send it.
Again, on the user journey, they defined their brand goals, chose a platform and set up a portfolio website. When they connected it to Symphony, they could build a dedicated booking page for their sessions and set up automated WhatsApp follow-up alerts. They were then able to launch their complete lead capture form and test the full flow, which can save business owners a lot of effort.
So if you'd like to try this out, let's get started with how you can create an AI agent on Symphony by Wix. I'll share the QR code one more time so you can get in there, and then I'm going to change my screen in five, four, three, two, one. I think it's been shared in the chat as well.
Essentially, we built Symphony because most AI tools in this space are either too narrow to make a real difference or too complex for somebody already running everything solo. So Symphony was created specifically with small businesses in mind. Again, we call it Symphony because it keeps your business in symphony and in harmony.
There are lots of different functions within it, such as design, marketing, finance and scheduling, and it's a new way to grow and manage your business. Importantly, Symphony is built on something called Genome, which is the AI engine behind it. This engine understands a business and turns it into a tailored setup with the right routines, skills, agents and know-how for that specific business from day one.
To download it, you can use the QR code or go to Google Play or the Apple App Store, and you can also find it online. Once you've downloaded the app, you'll have access to Symphony, which is powered by a team of agents and loaded with 20 years of wisdom from the Wix ecosystem.
First, you open the app and just start talking. You tell Symphony about your business, and it gets to work. In this example, we said, "I have a small business of weekend wellness retreats."
Symphony then starts talking to you and helping you figure out what you need. Here, it says, "Love that. Weekend wellness retreats are a great space to be in right now." It then asks how you run things – whether people book online, directly or come via referrals – and suggests connecting your calendar, for instance.
You then answer back with things like bookings, follow-ups, organising trips and back-and-forth with suppliers. From here, Symphony starts building out the agents, which come preloaded with intelligence and lots of skills, ready to grow every layer.
Here, we've got Maya, the booking lead, who handles enquiries, confirms spots and chases people who haven't committed yet. Leo sends pre-retreat prep information and post-retreat follow-ups, and Zara coordinates your suppliers. You get a whole handful of agents with lots of different skills, loaded with knowledge and ready to go.
Once they're created, the agents are proactive and always learning – they spot opportunities, make moves and get smarter with time. You can also connect your agents to all the tools you already use with one click. Connectors allow you to link with website tools, email, CRM, social media, project management and more.
This is a snapshot from the dashboard of some of the connectors you can use, and you'll notice a lot of things you're probably already using. But if you dig in, there are even more.
Your agents work around the clock. Once they're set up, you can see how they're working, and they'll start talking to you and sending you messages. I set mine up, and the other day, it messaged me on WhatsApp to say, "Hey, you've got some stuff you need to do."
They're spotting new opportunities too. At the bottom here, you can see it says your 12 pm to 2 pm midday slot runs quiet Monday to Thursday and is worth about $1,400 a week, so there may be an opportunity to do something with that. They get smarter as you connect them to more parts of your business and more of the things you're doing.
Overnight, they align on tasks, and you can see what's going on. Maestro is what's called an agent orchestrator, which is in charge of all the other agents – think of it as middle management. It aligns on the steps and talks to the other agents in the meantime.
In the morning, you get a full brief, and you can keep interacting with it on the app, by SMS or on WhatsApp. You can see in a snapshot how things are growing and what trends are happening across your business.
So you get a live view of your business: you can see growth, track goals and watch Symphony stretch. At the bottom, you can see some suggested goals, such as building a pre-order page. The agents' knowledge keeps expanding as you build momentum, so you'll get more and more opportunities and goals recommended.
So who is Symphony for? It was created for independent business owners across any industry who want to grow their business, whether they're in a new business or have an existing tool stack. They don't just want time back – they want to win, and they can achieve that with Symphony.
If you haven't downloaded it and checked it out yet, here's the code again. And now I think it's time for questions. Thank you.
Beth: Brilliant. Thanks so much, Crystal. Let's go to questions – thank you to those who've submitted them so far, and if you've got any more, you can put them in the Q&A box or in the chat.
We've had a few questions around whether you need a Wix website to use Wix Symphony. Could you also go over the pricing plan at a very top-line level? There have been a lot of questions in the chat about that.
Crystal: In terms of whether you need a Wix website, you don't. Wix has been around for 20 years, and the team at Wix built Symphony by Wix, so we're using a lot of that knowledge and bringing it to bear. But you don't necessarily need a Wix website, or any website, to use Symphony.
It works really well with a Wix website, and if you need a website, I highly recommend Wix. But you don't have to have one, and it connects to lots of different tools, so it's super useful for that.
In terms of pricing, I can share the pricing page now. If you think about it over the course of the business, the value you're getting out of this is going to be comparable, if you know what I mean.
For instance, I started using mine because I recently wrote a book and needed to tell people about it. Oh, yes – somebody asked whether you can use it for scheduling on LinkedIn. You absolutely can.
That was one of the first things I did, because I'm terrible at posting on LinkedIn, and apparently you need to post 25 times a day. I connected it to my LinkedIn, told it what I was doing and gave it an example of my tone of voice.
In one of the examples I gave, somebody provided a tone of voice document, which is really useful. You can use Symphony to help you create your tone of voice document by giving it a few writing samples. Then you can say, "Right, based on my tone of voice, I want you to write some LinkedIn posts and schedule them."
So I connected it to LinkedIn, and it posted straight away – perfect, and really useful. Somebody else asked whether it can help with finding opportunities and planning projects for a non-profit charity.
Yes, it has an opportunities element built in. Wix has been working in the non-profit space for ages and has offered really great discounts for non-profits for years. So lots of non-profits have worked with Wix, which means Genome is trained on the kinds of needs that non-profit organisations have.
That means if you have a non-profit, it should be really good at helping you find opportunities. As I say, it's bringing up opportunities every day, analysing the data it gets from your business and the tools you've connected to make sure it's working for you.
Beth: Brilliant. Just looking in the Q&A, Toni would like to know if it works with Shopify, which I'm assuming it does.
Crystal: If I remember correctly, it does, but let's check the connectors now. Just a moment.
Beth: No worries. We've had a lot of questions in – everyone's very engaged.
Crystal: Oh, yes – my colleague has just joined in. It does. Thank you, Romy.
Beth: Perfect. Sharon has a Wix website and would like to know whether Symphony can redesign it for her.
Crystal: Symphony can help you with lots of different things there, such as adding different pages, but I would double-check on that. One of the things I'd say is to have a go.
Wix also has a few different tools now for designing and redesigning websites. We've just launched Wix Headless, which has an HTML drop-in, so if you're designing a site, that would help. But you'd have to configure your agent to understand your design needs, so I'd have a go with it.
Beth: Great. Next, we've got a question from Josie – and, on a side note, Josie says, "Brilliant session, Crystal. Wish I'd been there for the whole series." We've put the recordings in the chat if anyone would like to follow up on the other sessions.
Josie would like to know, for scheduling and following up on leads, where the customer data is stored. Is it held by Wix, by the solopreneur or elsewhere?
Crystal: Wix spends a lot of time making sure everybody's data is appropriately stored. GDPR is at the top of the agenda for the team, and the platform is very secure, so there will be guardrails to make sure data is stored in the most appropriate way.
We adhere to all the data guidelines on personally identifiable information, and if you have it connected to a Wix website, the data should sit within your Wix website. I can't get into the legal specifics, but I can check that question. Generally, we make sure all personal information is completely above board in terms of regulations.
Beth: Brilliant, thanks, Crystal. There have been a few comments in the chat about that, so I hope that helps. I know we've only got a minute left, so here's a question from Chris.
Chris is very new to building his business and isn't sure exactly where to start. Can Symphony help identify where to start?
Crystal: Yes. One of the great things about Symphony is that you can tell it you have a problem. Because it has the ability to build agents, you can say, "I never post on LinkedIn enough," and it will say, "Right, we'll spin up an agent to do this, this and that."
I was talking to one of the team and asked, "Do I need a prompt?" They said, "You don't need a prompt. You just talk to it about what you need."
And I said, "But I need a prompt – I'm used to having a prompt." She said, "No, you just talk to it about what you need." Literally – it's really amazing, so have a go.
Beth: Perfect. Chris says thank you very much – that's great. That brings us to half past, and there are a lot more questions in the chat.
Romy at Wix has very kindly shared her email address, and she's happy to answer more questions, so I'll post it in the chat now – please feel free to reach out to her. Thank you so much, everyone, for joining another Wix Wednesdays webinar.
This is the last one in the series, and it's been great. As I mentioned, the recording will be going out later along with the deck, where you'll find all the links. Thanks very much, and enjoy the rest of your day.
Crystal: Thank you. Bye.
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