WordPress.com’s ai assistant reshapes website creation

WordPress. com has unveiled a powerful artificial intelligence assistant that allows users to build, edit and redesign websites simply by issuing natural language commands, a move that could redefine how millions of sites are created and managed on the platform.

The new feature, integrated directly into WordPress. com’s site editor and Media Library, enables users to adjust a site’s layout, alter styling, generate and edit images, translate text and refine content without writing code. By lowering the technical barriers traditionally associated with content management, the assistant aims to democratise professional-quality web design.

The AI assistant responds to everyday language prompts, such as directives to make a page feel “more modern and spacious” or to “change colours to bolder tones,” and immediately reflects those changes within the site editor interface. This conversational approach marks a clear departure from conventional tools that rely on precise, technical inputs.

One of the most notable aspects of the rollout is the integration of image-generation capabilities directly within the platform’s Media Library. Using advanced models, including Google’s Nano Banana technology, users can now produce original visuals or modify existing images without relying on external design software, a feature that addresses a key challenge for many web creators.

The assistant also works with WordPress. com’s “block notes” feature, allowing users to tag sections of content with “@ai” to request text improvements, headline ideas, translations or accuracy checks. This offers a blend of editorial support and design guidance baked into the publishing workflow, giving creators an AI collaborator at the point of production.

Automattic, the San Francisco–based company behind WordPress. com and a major contributor to the broader WordPress ecosystem, has steadily expanded its AI offerings. Past tools focused on writing support and content suggestions, but the new assistant’s scope is wider—encompassing both design and content generation in a unified interface that does not require specialised prompt engineering.

The feature is opt-in and can be activated through the platform’s settings, giving users control over when and how the AI interacts with their site. For websites created through WordPress. com’s AI website builder—a related tool that generates fully designed sites from descriptive prompts—the assistant is enabled by default, ensuring a seamless AI-assisted experience from the outset.

Industry observers note that this launch arrives as competition among web builders intensifies, with rivals such as Wix and Squarespace also integrating generative AI to simplify design and content tasks. The trend reflects a broader shift in the web development landscape toward tools that reduce or eliminate the need for technical expertise, appealing particularly to small businesses, content creators and independent publishers.

Analysts say the integration of AI directly into the WordPress. com editing experience could help retain users who might otherwise migrate to newer, more AI-centric platforms. WordPress powers a significant portion of the internet’s sites, and the introduction of this assistant underscores its strategy to remain relevant amid rapid technological change.

Despite the enthusiasm, the feature raises questions about the evolving role of AI in content creation. Longstanding guidelines from Automattic advise users to carefully review AI-generated output, as models can produce incorrect or biased information. These cautions emphasise that while AI can provide creative support, humans remain responsible for the accuracy and compliance of their published content.