Wix launches an AI agent that answers your business calls
Wix said on 7 September that it has started rolling out an AI phone agent called Alfred for Wix Bookings. It answers calls to a business's own Wix site, works out what the caller needs by drawing on the site's own content, and texts them a link back to the site to book or buy. Wix's own product updates page lists it as available now, with no separate press release found beyond that listing.
According to that page, Alfred also transcribes and summarises every call, tags each one with a sentiment, and can flag a call that touches on something the business owner has marked as worth watching, a booking or a complaint, so it does not sit buried in a list nobody reads. A new caller is saved automatically as a contact, and Wix says the feature needs little setup beyond choosing a tone and a greeting.
A missed call is one of the plainer ways a small trade loses a job it would otherwise have won. So an option like this from a platform as widely used as Wix is worth knowing about even if you never touch Wix yourself. Every owner already answers this one somehow, thought about or not: what actually happens to a call you cannot take. Voicemail, a text back, a receptionist, or now an AI agent that has read your site are all different answers to the same problem.
Wix has not published a price for Alfred separately from Wix Bookings, and there is no independent report yet of how it holds up on a real call, so treat the description above as the vendor's own for now rather than a verdict. An AI voice is also not the same as a real person, and plenty of callers, especially a first-time or urgent one, still want to hear one.
The same problem sits behind a contact form that quietly drops an enquiry: a channel a customer trusts turning into a dead end the moment nobody is watching it. Whatever you currently use to take calls or messages, that is the question worth answering before a feature like this makes the decision for you. Our guides cover the plainer options too.