In the ever-evolving world of website creation, one question looms large: Will AI tools help people build better websites, or will they flood the internet with generic, spammy content? Squarespace is betting on the former. With the launch of its cutting-edge platform, Design Intelligence, the company has made a bold move, enhancing its website-building process by incorporating generative AI.
Squarespace is training AI to not only streamline the website creation process but also to ensure that the designs reflect curation and creativity rather than randomness. To explore this further, I had the chance to chat with Paul Gubbay, Chief Product Officer at Squarespace, to learn more about their approach to AI and how it sets them apart from the competition.
Redefining AI in Website Building
The generative AI space is becoming crowded, with many companies quickly integrating AI features into their website builders. However, Gubbay emphasized that Squarespace is training AI with a different mindset compared to its competitors. Rather than simply showcasing what AI can do, Squarespace’s focus is on helping its users stand out.
During the conversation, Gubbay demonstrated Design Intelligence, showing how Squarespace is training AI to craft designs, text, and images that don’t just feel automated but look like fully realized, professional websites. The resulting designs were a far cry from the confusing, generic output that often emerges from other AI-powered builders. Instead, they featured a polished aesthetic, complete with options for further customization—a key differentiator in the competitive landscape.
The “I Know It When I See It” Approach
One of the key insights from Gubbay was how Squarespace is training AI to align with the company’s core design philosophy: “I know it when I see it.” This principle holds true for professionals and non-professionals alike. Rather than relying on complex prompts or navigating confusing chatbot instructions, users can simply interact with the platform in a more visual, intuitive way.
The AI tools within Design Intelligence present users with design elements and allow them to pick what resonates with their brand. From there, the process becomes a creative playground. Once users see something they like, they can customize it further, ensuring the final product truly reflects their vision. This balance of AI-generated content and human control ensures the platform remains flexible without overwhelming users.
Curation and AI: A Symbiotic Relationship
While many associate AI with automation, Squarespace is training AI to work hand-in-hand with human creativity, especially when it comes to curation. As Gubbay explained, curation is deeply embedded in the technology. This isn’t about simply generating random content; it’s about guiding the AI to understand and reflect Squarespace’s design standards.
For example, AI-generated imagery in Design Intelligence isn’t just random. Squarespace has carefully trained its AI models to produce images that fit a specific aesthetic. These images are then curated by the design team to ensure they align with the company’s values and customers’ needs. This process is not just limited to images but extends to other elements like color palettes and layouts, ensuring a consistent, high-quality user experience.
Leveraging Partnerships for AI Success
Another key aspect of how Squarespace is training AI is through strategic partnerships. Rather than developing every AI model from scratch, Squarespace leverages technology from industry leaders like Google, OpenAI, and Anthropic. However, the real magic happens in how Squarespace curates and refines the output from these AI models, ensuring the final product aligns with the user’s brand vision.
Squarespace’s strength lies in how it prompts these AI models, fine-tuning the output to meet its design standards. This tailored approach means users get content that feels bespoke and professional rather than generic or impersonal, further enhancing the overall user experience.
The Future of Squarespace Websites: AI-Enhanced, Not AI-Driven
A common concern with AI-generated websites is the risk of uniformity—will all AI-created websites look the same? According to Gubbay, that’s the exact opposite of what Squarespace is training AI to achieve. Instead, the goal is to give users better tools to create unique, high-quality websites more quickly.
Generative AI will allow users to access enhanced design options, but the platform will still prioritize customization, ensuring that every site reflects the user’s brand and personality. This balance between AI-generated content and user control ensures that Squarespace sites will not only look better but feel personalized and distinct.
AI as a Tool for Designers
One key audience for Squarespace’s AI tools is professional designers. Squarespace is training AI to be a helpful ally, not a replacement. Designers who use the platform will find that AI speeds up their workflow, allowing them to prototype ideas more quickly while still having full control over the final product.
During a recent event with design partners, many professionals expressed enthusiasm about the possibilities of AI. By automating repetitive tasks, AI can free up designers to focus on more creative, high-level decisions. For them, the real value lies in using AI to get faster results and refining those results to match their client’s vision.
The Human Element: Why AI Won’t Replace Designers
While the rise of AI in creative industries has sparked concerns about job displacement, Gubbay emphasized that Squarespace is training AI to enhance the designer’s role, not replace it. The company understands that design is inherently human—there’s an emotional and creative process that AI cannot replicate. Instead, AI is seen as a tool that empowers designers to bring their visions to life more efficiently.
Squarespace’s partnership with the design community will remain a key pillar of its strategy. By working closely with designers, Squarespace ensures that its AI tools support rather than hinder the creative process. AI will handle the heavy lifting, like generating content or testing layouts, but the designer remains the ultimate decision-maker.
Conclusion: How Squarespace’s AI is Changing the Game
As Squarespace is training AI to become a more integral part of its platform, one thing is clear: AI is here to enhance, not replace, human creativity. By focusing on curation, customization, and partnership, Squarespace is setting a new standard for how AI tools can be used to improve website building without sacrificing quality.
Whether you’re a small business owner looking to quickly build a professional website or a designer seeking to streamline your workflow, Squarespace’s Design Intelligence offers a compelling blend of AI power and user control.
What’s Next for You?
Have thoughts on how AI is changing website design? We’d love to hear from you! Drop a comment below, share your thoughts on social media, or explore Squarespace’s new AI-powered features by visiting their platform today. Don’t forget to subscribe for more updates on how Squarespace is training AI to shape the future of web design.
