Generative AI tools are becoming increasingly popular in the field of website building, with Squarespace recently launching Design Intelligence, a website builder that incorporates these tools. I had the opportunity to speak with Paul Gubbay, Squarespace’s chief product officer, about this new development and the company’s broader AI strategy.
One of the key points that Gubbay emphasized was Squarespace’s focus on using AI to help customers stand out, rather than simply adding features for the sake of keeping up with competitors. He highlighted the importance of customization and the ability for users to have control over the design process, even when AI is involved.
When discussing the integration of AI into website building, Gubbay stressed the importance of curation and taste. Squarespace has developed a proprietary approach to prompting AI tools and curating the content they generate to align with the company’s aesthetic and customer preferences. This curation engine ensures that the output from AI models is in line with Squarespace’s design principles and values.
Despite leveraging external AI models and technologies, Squarespace’s focus remains on presenting content in a way that is accessible and tailored to individual users. The company’s goal is to make the design process easier and more efficient for customers, without sacrificing the bespoke feel that Squarespace websites are known for.
In terms of the impact of generative AI on website design, Gubbay expressed confidence that Squarespace websites will continue to evolve and improve aesthetically. The goal is to provide users with the tools to achieve better results faster, while still maintaining the unique vision and identity of each website.
For designers, especially Squarespace partners, Gubbay sees AI as an opportunity rather than a threat. He believes that AI technology can enhance the design process, making it easier for designers to bring their vision to life and share it with clients. While AI can speed up certain aspects of design, Gubbay emphasized that it will never replace the creativity and expertise of designers.
Overall, Squarespace’s approach to integrating AI into website building reflects a commitment to empowering users and designers with tools that enhance creativity and efficiency. By combining technology with curation and taste, Squarespace aims to continue providing a platform for stunning, customized websites that stand out in a crowded digital landscape.
