Dan Kornberg
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UX writing agents, workflows and skills · Wix · UX writing team lead → AI strategist

Every time AI moved, Wix's writers were already there.

Agents, workflows, and skills that let anyone at Wix write product copy with years of guidelines built in.

  • Standard in the product creation kit for every PM, designer, and writer
  • Dozens of Wix employees using the agents
  • A step ahead at every stage: guidelines, prompts, multi-agent, harnesses
Wix's writers
Most teams
One stage ahead, the whole way.

01 · The guidelines

Years of know-how, scattered everywhere.

Wix's writing guidelines had built up over years. Some lived in docs, some in Notion, and a lot only in people's heads, passed along by word of mouth. Before anyone believed agents could handle real content, I started cross-team projects to put it all in order: one standard set.

Writing guidelinesOne standard set
Example sources.

02 · Made for machines

Rewritten for models, before models read them well.

Models back then struggled with what we had in Notion: toggles, callouts, emojis. I moved the guidelines into clean Markdown, so an LLM could actually use them.

Example guideline.

03 · Systems, not prompts

While others tweaked prompts, I built systems.

Most people were still working on prompt wording. I was writing system prompts and step-by-step reasoning, then building multi-agent setups where agents work together on copy, each with its own job.

DraftWrites the copy
CheckAgainst the guidelines
ReviewSends it back or approves
Example setup.

04 · The harness

Then I built the harness around them.

When others got to system prompts, I was building UX writing harnesses: reusable skills, and MCP servers that connect agents to systems that keep updating, like the glossary. Here's one request through each stage, so you can see what each step added.

The requestWrite the message a client sees when paying a bill fails.

  1. 1 a plain prompt

    • The request

    Oops! We couldn't process your bill. Please try again later.

  2. 2 + system prompt

    • A system prompt
    • The guidelines, in Markdown
    • Step-by-step reasoning

    Your bill payment didn't go through. Check your card details and try again.

  3. 3 + agents

    • A checker agent
    • A reviewer agent
    • Says what happened
    • Says what to do next
    • “Card details” is vague: name the field

    Your bill payment didn't go through. Check the card number and expiry date, then try again.

  4. 4 + the harness

    • Skills for each kind of copy
    • The live glossary, over MCP
    • Glossary: “bill” → use “invoice”

    Your invoice payment didn't go through. Check the card number and expiry date, then try again.

Illustrative example, not real Wix copy or agent output.

05 · Everyone's kit

It became part of how products get built.

I connected the work to how design, engineering, and product already worked. The skills became part of the standard product creation kit for every PM, designer, and writer, and dozens of people used the agents. Writers and non-writers alike wrote copy that followed years of guidelines.

Standard product creation kit

06 · Ahead

When new tools landed, the writing tools were already there.

When Wix rolled out IDEs to non-developers, writers didn't have to catch up. The skills and agents were already waiting for them.

“I ensured writers weren't playing catch up but instead were leading the charge.”

New at WixIDEs for non-developers
Writing toolsAlready set up

07 · What came next

Good first drafts showed the next problem.

Anyone could write good first drafts now, but not everything came out good enough. That gap is why I started building checkers like the content quality agent.

Next project Automated content quality agent →

More detail

A step ahead, stage by stage
  1. Before agents were trusted with real content, I put the guidelines in order: know-how from people's heads and scattered docs became one standard set.
  2. Made them LLM-friendly: clean Markdown instead of Notion pages, back when models struggled to read them.
  3. While most people tuned prompt wording, I wrote system prompts and chain-of-thought steps, then built multi-agent setups.
  4. When others got to system prompts, I was building UX writing harnesses: reusable skills, and MCP servers connecting agents to systems that keep updating.
  5. Connected it to how design, engineering, and product work, so the skills became part of everyone's standard kit.
  6. When IDEs rolled out to non-developers, the writing tools were already there.
My role
  • Started the cross-team projects that turned scattered know-how into one standard set of guidelines
  • Rewrote the guidelines for models
  • Wrote the system prompts and reasoning steps, and built the multi-agent setups
  • Built the UX writing harnesses: skills, knowledge bases, RAG pipelines, and MCP connections
  • Got the skills into the standard product creation kit for PMs, designers, and writers
Tools
  • System prompts
  • Chain of thought
  • Multi-agent
  • Skills
  • MCP
  • RAG
  • Knowledge bases
Questions a hiring manager might ask
What did “a step ahead” look like in practice?
At each stage, the writing team's tools were ready before the rest of the company needed them. When IDEs came to non-developers, the skills were already there.
Who used it?
Dozens of Wix employees used the agents, and the skills were part of the standard kit for every PM, designer, and writer.
How does it connect to the glossary?
The glossary was one of the live systems the harness connected to over MCP, so agents always checked terms before writing.