What we’ve heard, and what comes next

Last week, we shared the foundation we're building on: why code is becoming the source of truth in everything Webflow makes. This post picks up where that one leaves off.

Agents can now work inside tools like Claude, ChatGPT, and Cursor with the full context of your design system and CMS. They build on branches, so nothing touches your live site until you say so, inside your pre-defined roles and permissions, with every action tracked in your activity log. We even unlocked MCP access to Webflow Analytics so you can easily bring your site’s performance and metrics into your workflows off platform.

It's live today, on every plan. And the roadmap's aimed at full parity: eventually, anything you can do in Webflow by hand, your agents will be able to do too.

We know how valuable that speed and efficiency are to marketing teams. But in conversations with customers and peers, we keep hearing the same question:

If AI is here to help, why does everything still feel so hard?

Here's our take

In the before times, a marketer would create a brief for a new page or a site update, hand it off to an agency or another team, and wait for others to build, test, ship, and maintain it.  That handoff has mostly disappeared. AI can now take a marketer from brief to built in an afternoon, and that part genuinely works. But building was never the whole job. Everything that used to happen after the handoff still happens. It just lands on the marketer now.

And most of the job is after the publish. A page goes live and it immediately needs to be updated as the message shifts, managed as the site grows around it, tested and iterated until it performs, and personalized for buyers arriving later in the journey. AI made the building fast. It left the marketer holding the part that never stops.

Bigger job, higher bar, fewer resources. No wonder it feels hard.

Faced with all that, we hear a pretty straightforward instinct: we just need to move faster. "Can’t we just build it with Claude?" "We should be able to get something live in a few days."

That instinct isn't wrong. AI made a kind of speed possible that didn't exist two years ago, and everyone's sprinting to grab it. 

But that speed today only reaches one phase. AI gets you through the build faster than ever. What it doesn’t touch is everything after the build, which is still as slow and manual. So you clear the first phase in record time and hit the same wall marketers always have, just sooner. 

There’s a reason the tools stop at the build. They were made to speed up engineers, not to carry the work a marketer owns once a page goes live. 

Who's accountable for what just went live? Does the site still look like your brand a month from now, after twenty people and their agents have touched it? After you’ve created endless permutations for optimization? Can a customer even find your site once it's out there, and can the AI they ask find it too? Those aren't edge cases. For a marketing team, that's the work.

AI speed today gets you to publish. It doesn't get you through the part that decides whether you actually delivered value. You can't close that gap by building faster. It needs a different approach. It needs a systems-based approach.

What comes next

Webflow has always existed to make building more accessible. But building was never the end goal. For years a website was something you built, filled with content, and then kept up to date by hand. What teams need now is something that keeps working after you publish, acting on what it learns and turning all that building into real results and growth.

The good news is this is already underway. More than 30% of our enterprise customers run agents against their live sites through our MCP today. This is happening now.

While we’re not quite ready to show you what’s next, we can share the foundational beliefs driving the next evolution of Webflow: 

1. Anyone with an idea should be able to build it. You shouldn't need to write code to bring an idea to life. But as more people and agents contribute to what gets built, the foundation underneath it matters more than ever. Code provides a durable source of truth, while visual development makes that foundation accessible to the entire team.
2. Your presence should always be able to adapt as the web evolves. The web has two audiences now: people, and the agents they ask. More often, customers ask an AI before they ever reach you, and its answer depends on what it can find and understand. That raises the stakes for the presence you own. Your site and content are how people find you, and how the agents they rely on understand and represent you accurately. 
3. Great experiences are built by teams, and agents are on the team now. Marketers, designers, developers, and agents all work on the same thing, so roles, approvals, standards, and accountability can’t be bolted on after something breaks. They have to be built in from the start. 
4. The work should keep getting better after it ships. Publishing is the start gun, not the finish line. Today work gets better because a person keeps testing and feeds what they learn back in by hand. It should be the system doing that. What worked and what didn't should live in the platform itself and carry forward, so the next build already knows what the last one taught it. Every experience compounds.
5. Building should happen in one place that adapts to your team. Instead of building your workflows around a platform, we believe the platform should adapt based on how your team works. That means a shared space for everyone on your team that pulls your tools, context, and agents together, and puts them to work.

Join us at Webflow Conf

If you've read this far, you can probably start to see the shape of what we're building. It feels both radical and yet somehow obvious. The early feedback we’ve gotten from trusted partners has been overwhelming.

We're not ready to show you the whole thing yet. But we’re close, and what comes next isn't small. So keep guessing and come find out how close you were. We can’t wait to pull back the curtain in September, live and in person at Webflow Conf.

Save your spot before they're gone.