Webflow has introduced Source, a new platform for marketing teams and AI agents. The product is available in a limited research preview.
Shared workspace
Source is designed as a governed workspace where marketers, designers, developers, and AI agents can work on digital experiences in the same environment. It connects to an existing codebase and marketing technology stack, with code serving as the shared source of truth.
Webflow is targeting teams that want to use AI tools without adopting software engineering workflows such as git, branches, and pull requests. Many current AI coding tools give agents access to code but remain geared toward developers rather than brand and growth work after a site launch.
In Source, marketers can work visually on top of code, while agents can access the underlying code directly. Webflow said this setup is intended to let agents carry out production work while brand standards, permissions, and business rules continue to govern what is released.
The platform also includes what Webflow calls Views, pre-built and customizable workspaces tailored to different roles. Each user sees an interface suited to their job rather than a generic tool shared across the whole team.
Ongoing optimisation
Another part of the product focuses on ongoing optimization. According to Webflow, agents in Source can monitor site and campaign performance, identify what is and is not working, and make recommendations based on previous results from the same site.
Webflow also said agencies could use Source to set up what it described as agentic marketing systems for clients. In that model, an agency can onboard a client's technology stack, customize workspaces and agents, and then hand over ownership to the client's internal team.
That approach could give agencies a new service line as clients ask for AI systems that extend beyond content generation or one-off website builds. It also reflects a broader shift in the marketing software market, as vendors try to place AI tools directly into day-to-day campaign, design, and website management.
"Ten years ago, we believed giving more people the power to build would change who could shape the web, and it has. Now agents are putting that same kind of power into the hands of every person on the team, and the transformation will be even more profound," said Linda Tong, Chief Executive Officer, Webflow.
"The people with the ideas, taste, and ambition to build something great are getting entirely new superpowers. Source is our bet on what the future of marketing becomes when everyone on the team can put those powers to work," said Tong.
Broader product updates
Alongside Source, Webflow outlined a broader set of product changes across its platform. These include updates to Webflow MCP, which Webflow said will give external agents access to GSAP-powered interactions, wider CMS access for handling large volumes of content programmatically, and developer tools that support Webflow Cloud deployments from third-party coding environments.
Webflow also described new collaboration features that show agent-made changes in a site activity log and let teams see agents working on the canvas in real time. This suggests Webflow is trying to make AI actions more visible to human users rather than keeping them behind automated workflows.
Another product, Webflow Campaigns, is aimed at performance marketers. Webflow said it allows users to create targeted landing pages and matching advertising creative in one place with specialized agents, while tracking impact through integrations with systems including HubSpot and Salesforce.
Webflow also gave a first look at new asset production tools tied to its acquisition of Vidoso. The company said these agents can find, interpret, and adapt approved brand assets, including video, for use across web and other channels.
Agency opportunity
For agencies, the announcement points to a market opportunity as clients look for AI systems that fit into existing marketing operations rather than sit outside them. Matt Varughese, whose agency 8020 is quoted by Webflow, framed that demand as a shift from pure speed to broader lifecycle support.
"Clients used to ask us about AI for one reason: speed. Now they expect it to scale across the website lifecycle and make them better marketers, not just faster ones. That's where Source comes in: build a page from a prompt, run agents with real guardrails so work gets done while you sleep, and give everyone on the team a view of only what they need to touch," said Varughese.
Webflow said more than 300,000 companies and over 2,000 certified partners use its platform.