Foreign. Yesterday in the keynote we got our first look at Source by Webflow, a brand new product built specifically for marketing teams and agencies to fully step into their agentic era. And then Brett, Kevin, Utkarsh and Caroline took the stage for a full 30 minute deep dive on exactly what it is and how it works. It was a lot to take in so we wanted to make sure everyone got a chance to watch it. Whether you missed it yesterday or you just want to see it again with fresh eyes after everything else you've heard, this is worth your time. Let's go. Please welcome to the stage Brett Domeny, Kevin Wong, Utkarsh Sengar and Caroline Ren.

Hey everybody, welcome back. Hope lunch or what you quickly ate of lunch was great. We're glad to be with you today to go deeper from the keynote and talk more about Source. Obviously we walked through what we're building and we want to go a bit deeper on a few different points. So glad you're here. What we recapped this morning, or I guess to recap what we talked about this morning, is we all see this real and present reality which is AI has and continues to make building easier. But building is not just the thing that we're doing, we're actually building for a purpose. We're building to enable, we're building to drive results. So while building has been made easier, what happens next is not scaling what works, knowing what to change and driving impact continuously. And just like Steven, so many in this room, Steven, if you're in this room, thanks for the quote, that agentic tools that we see today, and Ben talked on this in the keynote, that teams as you're reaching for tools to say wow, AI seems really incredibly promising, I need to reach for those, they are really helping solve that zero problem to one build problem. But every project, every client, every customer requires really reinventing the wheel and recreating the same thing of making these self composed tools really work. And that's what we really want to focus on. And so what we've set out to unlock with Source is really three things, and we talked about these a little bit earlier in the keynote. One is you still have to build with power at scale. This isn't just about building with power for quick and one up, kind of up and down projects. We're building for large brands, we're building for ongoing really high grade experiences. So power at scale. The second is compounding workflows. The promise of agentic marketing, if you will, is that we should be able to continue and speed up the learning process so that we can drive better results, drive bigger impact. And so how does that compound versus having to start from scratch each and every time? And lastly, personalized workspaces. We really believe in a future where you aren't just molding how you work around a tool, but you are molding the tool around how you work, because each and every team is very distinctly different. And from Webflow's side, we are really working to support both versions and both parts of this reality. One is absolutely the center of so much of gravity of marketing, which is the digital experience, it's the site, it's the site experiences. And we have to make sure that Source works really, really well for that building, managing and optimizing sites. But the reality is that site is just a part of a bigger picture, it's a bigger picture of the overall marketing program. And so to think of just being able to do that and then still have to figure out how to connect all of this is the problem that we want to connect this up with. So really the idea of how do we orchestrate marketing, and that's exactly what we're designing Source to be. So I want to quickly stop again at what is Source. We introduced a lot of new today, and then we're going to go into a bit more of a double click of the demo. So Source is a product, it is a platform, and this is where you bring together the teams, your agents, the tools, all to work together. It's the glue that can glue this work together as a team. And really you can think about it this way, how it works is we are still investing, like you heard all morning, in campaigns and assets and our CMS, all of these tools that you need to get the job done. But rather than figuring out how to stitch them together each and every time, Source is a tool that comes along and helps you do just that. And within there it enables everyone to have a personalized workspace. So rather than saying, well, the tools come to you and it's one size fits all, the reality is as you bring more team members and more tools, the distinct needs of each and every person on the team grow quite a bit. You've got folks that are doing all the things from content marketing to design to legal reviews to full site builds, and what they need isn't just, well, figure out which things I shouldn't care about in this UI or experience, but being able to purpose build it for them. So we're going to go back into the product, but to quickly level set on what you've seen so far, there's a few things I want to call your attention to. The first is a workspace, we have workspaces today, a workspace isn't necessarily a novel concept, but what we're investing in is making sure that this is more and more flexible. Rather than imposing a specific data model to represent your brand or how you run clients, we want to make sure that this is flexible. So a workspace is still an overall container of how you connect up the work and the people you need to do that. Within workspaces we have projects, and projects are intended to be very flexible, projects can be nested, projects can span the idea of each brand needs a project and then each brand has projects to run that. So the idea being you can set whatever workspace altitude you need to support the brand or customers or clients that you're working with. Within projects we have sessions, and again this isn't a novel concept, but as you interact with agents, individual sessions of what's getting done, which agents are working, what's the artifact being created, what work is getting done, sessions are within there, and that comes to life in agent interactions. And then as we move to the right, we're gonna talk more around views, and views are really how what you're building comes to life, and this isn't just view only, this is a visual first interaction tool to whatever is being connected under the hood. And those views are really just an aggregation of blocks, think of these as like individual Lego pieces that can all be built into a single picture, and we're gonna talk more about the flexibility then of how you use those things. Last but not least, as we have an overarching view, you can start to think about how this comes together, that Source as an application has all of these core tools and primitives. Extensions are how we're gonna enable not only our teams, but you all to build into Source and make it your own. Underneath that, we have shared context and intelligence, think of that as like the brain, as you wanna compound intelligence and loops, it needs to work from connectors and evals and memory and data sources, all the things that it means to work in an agentic world. We wanna be partners with you so you don't have to figure that out yourselves, we can help scale and drive that alongside you. And lastly, platform and hosting, to get that working at scale, you need all the runtime, you need deployment environments, you need residency, all the tools that you need. So with that as the backdrop, we're gonna dive a little bit deeper into how this all comes to life. So with that I'm gonna hand it

over to Utkarsh. Thank you so much. We have been waiting for this day for I don't know how long now, so thank you so much again for being here, and so excited to talk to you about all things Source. But for a minute I'm going to go off script, I'm sorry team, look, like there's a lot here which we are talking about terms, we are dropping like views, and now I'll drop more terms after this in blogs, it's a whole new world we'll have to understand build together, and that is one of the reasons why we are not scared to ship this early with a bunch of you and learn with you and build with the community. The common question I've been getting from over the last couple of hours now since we announced this more broadly is what does it mean for me as a Webflow person? Look, I'll be very honest with you, in 2013, when Vlad and Sergey and Bryant built Webflow, it was built for a very different world where you were still struggling with pressing words here and there, figuring out how to make things work in a way which you could not grok it, PHP is not a language I enjoy, I know it's a good language for some, but it's just not the fun thing to do, and you were struggling with that. And we created an abstraction layer which worked so well for the human brain to translate its ideas into, like through your fingers into your computer. Now you have a super intelligent assistant, always available, working 24 hours, does not eat food except some data center water, and it's great, like it does things for you out of the box. The world has changed and you have to work with it and figure out how can you be more successful for your teams, for your agencies, for your businesses to just solve bigger and more ambitious problems in a more efficient way. Source helps you get there, and again I'm not promising it's gonna solve all the problems for you right now, but over time as you work with it, that's where we'll go. So that's my short preamble as I go a little more deeper into one of the key concepts of what we say, views, and with that, so views and blocks, they help you drive the work forward and try to meet you where you are. So what are those? So let's say right now any pro marketing team or any pro marketers in any way, they build their own tools in some form or shape, you might not be aware you're building a tool like you are, let's say you have something, a custom workflow on Notion, or maybe some agent development tool allows you to create some kind of database storage with a UI on top, which you share with your marketing team members for some approvals or some content creation flows, or just an Excel sheet where you have some tracking of your marketing campaign bill of materials, all these things happen today, these are tools which you build purpose built for your needs. And the way our brain has adapted to solve that problem is you force yourself in a certain paradigm because you can't create UI on the fly, that's too much work, and yes these days you can, but that's also constrained in some ways, you have to figure out hosting, some of you have solved that problem through hosting solutions, but there is a lot there which you'll have to figure out to actually get something shipped, even for your 20%, 20 people team, but there's still things to figure out, right. So that's the pain which we were seeing with our customers across agencies and marketing teams, which we call in-house teams, they have struggled with that in some form or shape all the time, and they have solved it, I'm not saying they are in pain all the time, but these are fragmented tools which they have access to, which they were just using in ways they think they are being successful. So Views is our attempt to solve that problem, how do you bring that fragmentation of hosting and custom tooling and even permission management, broadly what we call governance, how do you bring the right safeguards in place so that your intern does not tweet out something which you don't want them to be tweeting out, how do you do some proper reviews around this, this is a challenge which you have, and almost always this is a custom problem which your teams would have. So Views is an attempt for us to build a visual layer purpose built for your teams, and the way we think about Views is composition of blocks, and that's the second part I'm going to touch on. Blocks are essentially small UI elements, and we'll go a bit more deeper into that in the demo after this, where you can build these, either use the ones we create for you, or the community creates, or our ecosystem partners create, or you can build your own and compose the right blocks in a view, which makes sense for your partners within your company, or for yourself as a specialized dashboard if you want, or for your agents. So think of View as like one thing which I want this group to take away when we talk about views is this is your version of software, personalized for you and your teams, which you can leverage to solve your business needs and problems. And Webflow as a platform enables you to build it, maintain it, govern it, and essentially have RBAC controls, audit logs, security, all that natively part of these views. It's not just some abstract thing we have at a platform level, where you can invite people and if they have access to all the views, within the views you would have access control built in. So these primitives of governance are gonna be natively available to these views, which you can leverage and slice and dice in a way which works for your teams and needs. So that's the first part, Views, which is the visual layer of helping you solve your problems. And the way I have internalized that, as I've been using it for the last couple of months, is it is where I use my judgment, this is where I understand what my agents are working on, my team is working on, and assess that as like this is how I use my judgment calls and understand what did the team do or what did my agents do and how should I make decisions from here. But that's half of the story, Views built for humans understand what's happening and how to act on it. The second part of the story is agents. Of course everybody's launching agents, and there's a tweet right now which says like we talked about agents every three seconds. Well that's the reality, accept it or not, agents are a way how we work, the work has evolved meaningfully where agents are working around the clock for us, doing some hard work, repetitive work, and us as humans are essentially the judgment makers, the tastemakers, or bringing our craft to make sure the work being done is right or not. So Views are not just UI concepts, with hosting and governance, the heart of a view is an agent, so everything you can do in a view, agents have access to that, all the standard things like MCP and WebMCP and all the things you already know and love about what makes Webflow powerful is available for you agentically. Now what that means is agents are able to take similar actions which you are taking with the right governance model. So let's say you tell your agents, hey I want you to create content with these guardrails in place, using agent instructions, and publish it to the blog, maybe that's what you want because that's maybe low stakes for you, you can do that, but you want to put the blog in the CMS but put it in the draft stage, it can do that too for you. The point is you are giving your agents the permission the way you want it, and it's working with you through those views within the Source platform in a secure way with your team. And here's the last thing I want you to take away when thinking about agents, it's a system level orchestrator. So what Source gives you is you will have a bunch of agents in your team with the right access controls, and you can orchestrate these agents also across multiple agents. So what that means is you can trigger an analyze agent with a content agent, with a design agent together and compose an experience for your team members which solves the problem you want to solve for. So that's a very important part of how views and agents come together to solve your business workflows the way you want it. And with that, let's jump into a quick demo about how these two concepts come together, which makes sense to you. So here is, Brett will help me walk through two parts because I can't do two things together. So we will pick an analyze view which is built by us, but does not have to be built by us, your team members, or let's say agencies working can build these, or even partners, I can imagine other companies building these views within the Source platform. And when you see this view, this is a composition of blocks, those smaller sections you see, goals, these are overall sessions, these are the blocks which we have created powered by some data source, this can be our data sources, can be external, external data sources, can be data sources sitting in on-prem servers you have, as long as it's accessible through some secure mechanism. This block is built with some code stored in your code base, so if you want, let's say one day this is not working for you, you can take it all the way out on your side and build whatever you want with it. One of the key principles we had here was open standards, we do not want you to feel locked in into one platform for some building or more reasons, we want you to feel you are in control and in charge. So if you want to bring in some other platform in some way, we can do that, and we will help you think through how that composable stack looks like for you. So that's one view, one example of a view. Now we'll switch to how the agent experience would look like, so here I ask what's going on with my page, Brett has talked about this demo earlier too, but I think this is a very key use case which is valuable to understand how agents and views come together, where if I ask my agent, hey what's going on with my conversion on this page, my agent will do some analysis, it'll figure out what's going on, but then you see that third column, that section is a view which is composed on the fly using the blocks the agent decided are relevant for that problem, to illustrate what's going on so that you can use your judgment and make a call of like what should you do next. Sometimes you might just use it in a temporary way and say, yeah I got the idea, let's move on to the next problem, sometimes you might say, oh this is great, this is an insight I want on a recurring basis for me and my team, you can take this view, you can make it persistent forever for your own team members or some specific team members, and then you can also create a recurring agent which simply keeps doing this on a daily basis, and sometimes you can also say, you know what, take actions on these, keep running this like an infinitely running AB test in some way which is optimizing your content all the time. And that's how the set of agents come together, and these recurring agents help you basically do the work you want to do, stuff you enjoy using your judgment, and stuff you do not enjoy and are recurring things are handled through these background agents for you. So with that I'll pass it

over to Kev, thank you so much. All right, should we switch back? All right, so Utkarsh talked about and showed you views and agents, so let's look at how all of these work together, when you're trying to make something and how it feels like to use Source for your next project. There are two ways that you naturally work, sometimes you want to describe the outcome and let the agent do all the heavy lifting, other times you want to see the exact thing that you want to change and just reach in and adjust it. And so you can do that in Source on the same surface, and you can do it at the same time because you're using it on the same code base, and that means you get to use the same components, the same design system, the same context to help you do your work. And so that could mean refining your layout or making changes to your type, or seeing how pages behave differently at different breakpoints and see how it is responsive. And you can also ask agents to help you explore different directions and generate things that are using your brand system that you and your team have spent so much time working on and making sure all of the details in the craft make its way to the system at scale. So the important thing is that these are just not two different versions of the page that you're working on, it's that same version of what you're building with Webflow or in Source. And so we know that's how you've been using and powering a lot of the websites in your marketing teams and your campaigns, and we want to bring that same power because your agents and your workflows are using the same code base, and whether that is with a code base separately or with a Webflow site, and I know some of those questions have come up, we want to be able to give you the option to power your Webflow site within Source, so you have that continuity and you're working with sites that you're already started. Now content shouldn't have to care where it shows up, we talked about this next generation CMS, and so you may have a lot of content that's already been created, it could be the customer stories that you've already published, product information, or even event details that might appear on your website, but also could be helpful to appear on your app, or it could be across a campaign. And so somewhere along the way, you might also want to use that content that you may not even know what you've planned, but you want to be able to reuse that at scale throughout different kinds of experiences as you are running your marketing. And so you shouldn't have to recreate that every single time, and so that's the idea behind our next generation CMS, this time we really want to make this fully headless so that you can model the content once and use it across any experience. And so as a builder, that means much more flexibility through the APIs that we just mentioned, the flexible fields and the relationships, as well as these content blocks, these content blocks allow you to model and structure content the way that you want to reuse it for all of the different experiences that we just want to empower you. And so the nice part is that as a headless solution, it doesn't mean you have to be a backend engineer, you'll be able to see and use the CMS natively in Source so that you can go ahead and make those changes and then use those same views that Utkarsh talked about, and be able to see those side by side so that you're able to see exactly how your content shows up and have that same visual power to make sure that the way that the content's being used is exactly how you want your customers and your visitors to experience it themselves. And we have views and we have shapes, but how do we want to organize work? And so teams don't wake up every morning thinking, how do I operate my stack and how do I use all these views, what they really think about is how do I move the business forward, how do I launch this next campaign and grow our revenue or grow our metrics, how do we ship something. And so that's what we have projects for, projects, like in this case, have a clear outcome, they have a clear goal for wanting to say, have 900 registrations by a certain date. And so this might sound like a small detail, but when we're able to have all this context contained within a project, it allows both your team members and agents to work together towards a shared outcome. And that's what really matters, we want people to be able to really achieve the same thing using the same language, using the same information, and having all of those in a way that's organized and allow people to collaborate easily. So we want to bring those people, the tools and the integrations that you are already using into Source through projects. And so as an agent, we're able to recommend different actions based on what we're learning or what the spec for the brief has outlined. It also allows marketers to see the whole campaign come together, we've talked to many marketing teams about how there's just a ton of deliverables with the bill of materials and really trying to keep context and coordination across many different work streams. And so this allows you to be able to do that in one clean view and to be able to kickstart any of those workflows, to be able to get to those deliverables a lot faster. And so for agencies, it also allows you to think about how the work can stay intact so that as more people or more agents and more deliverables become part of that process, and we all know those last minute asks come through with the client, all that context will also help jumpstart that process. And so projects are more than just folders, they're really a view for the whole job to be organized around the outcome. So let's take a closer look at how this works, so in this session I have here, we want to promote next month's webinar, and so the agent is working to help us create all of the right information and collect all the context around that project, and so it can prompt us here to create the project view for us, with it we can see we have people that are going to be added as collaborators, and also the specialized agents that will help with specific parts of the job to accelerate and move quickly with all the right context. So we can see these agents have been added to this project here, different collaborators, or you can share and grow the number of people who are going to be contributing to this experience. We have reviewed our goals, and with the goals, we're getting these from the brief that has been either generated or provided by the client, so that all of the information about who you're trying to market to, what are the metrics, the timelines and the deliverables all become part of that shared context here. We can also see some of the forecasting decks here that also give specifics about what is the messaging, the positioning and the actual speakers that will be a part of this webinar in order to drive those visitors. And so we can see down here we have some of those recommendations that were provided by the agents, and we can run this part of the recommendation, and this is where we're going to see the site building experience, and over here we can look at the site design, we can open this side panel here and we can see that the pages that were generated are a part of the existing site that you already have here. So we have the webinar and we've added this forecasting page that we want to design, we can also see the DOM tree and the navigator, where you'll be able to look at the sections, the components and the elements that have been a part of this, and then as you select the different elements, you can also get access to the style panel, you can make edits to the text, and then also just make sure that you are applying your expertise and attention to detail so that the page that you're trying to create will help you achieve the goals that you want. Of course, you can use agents to help you continue generating and making changes or making iterations, also having ability to do that in situ, in line on the canvas, having those nice ergonomic controls so that whatever your style of work is, you're able to do that quickly, both through your own work as well as through an agent. I do want to step aside and say, also, like our CMS experience too, we want to talk a little bit about the flexibility of how blocks can help you organize, structure and reuse content. So within our next generation CMS, you'll be able to see we have different pages that we have structured here, our design system tokens, products that you might be selling, or services, authors and events. Within the pages here, for example, we can see in the homepage that we have several blocks that have been used to compose all of the different sections within that homepage. So we have the links that may be in the nav header, the hero section, the logo banners that you may want to reuse in different situations. And so those blocks can be structured, defined and configured so that you can have that reusability, and that whether you are a marketer and you want to use our CMS tools within Source, or maybe your developers want to be able to access the same content blocks through our APIs and to have that same flexibility as you're building other parts of the digital experience. So those are the blocks and how we want to build more flexibility and structure and relationships with the content and the data that you have. So now going back to the project here, we have other types of recommendations, we also have reviews that we can send, so we can make sure that my team member Marcus is able to see the updates that I've made to the registration page, and then they'll, in their inbox, be able to see what changes are made, they can review it, approve it, and then that is how we can help enable more of that collaboration in a timely way. We also have other types of recommendations from other agents, like generating LinkedIn ad options through our Demand Gen agent, or our Lifecycle agent recommending drafts to reminder emails. So these are things you may already know or part of the brief, but help make sure it just saves you that time and also helps make sure that you're comprehensive and thoughtful about all the different touch points that make a campaign successful. So those are projects and how we hope that you'll be able to organize your work, bring the different views and tools in context together, so that as you think about your next project, whether it's a site or an app or other experiences, you're able to do that with all of the power of AI, but also through your own expertise and the craft that you've been building with your design system. So those are projects and I'll pass it off to Brett.

Thanks Kev. Caroline and I want to close it back out, if we go back to the slides, this is what we're after, Source bringing what Webflow has always been good at, which is visual development and abstractions and easy to use products, native marketing tools, collaboration, and really unlocking the capabilities of agents directly into a single experience. And as you heard in the keynote, we are now in a limited research preview, this is an early hands-on version of the product that's evolving actively with the folks that are building with it. If you want to be part of the research preview and help us shape how we build Source and be a voice in that process, you can apply on webflow.com/source, you can also, whether or not you want to participate in the research preview, you can just stay in the loop on any updates that we have and as we start expanding access. So fill out the form anyway if you want to stay updated, and our team will reach out to you if you are going to be part of the preview. We're very excited, so as you heard today and in the keynote, this is the future we are building with Source by Webflow, a world where agents truly become top tier teammates that are continuously measuring, recommending and acting on your behalf, and you can actually shape the software that you use to how you do your best work and the outcomes that you own, instead of a one size fits all prompt box or an interface that you have to hunt through. So we are so excited, thank you so much for being part of this journey with us, and we are sure that you have a lot of questions and we really welcome it. So we have actually four sessions tomorrow starting at 10am dedicated to answering your questions about what we're building with Source, so scan the QR code to register, you do need to register to be part of the session, so make sure you do that, and we will see you there.