The lawsuit, filed by Hagens Berman Sobol Shapiro LLP, targets the period between February 19, 2025, and May 12, 2026. Plaintiffs contend that while Wix management repeatedly touted the potential of its AI tools to counter "vibe coding" competitors, the company failed to disclose that these projects were ballooning operating expenses while underperforming in the professional developer market. The financial reality surfaced on May 13, 2026, when Wix reported a 46% year-over-year spike in operating expenses, driven largely by an 88% surge in sales and marketing costs related to its AI rollout. This spending spree caused non-GAAP operating margins to crater from 21% to 5%.

During the subsequent earnings call, management admitted that the Harmony platform suffered from missing capabilities and that professional clients were increasingly migrating to competing AI tools. The market reaction was swift, wiping $1.1 billion from the company's valuation. Hagens Berman partner Reed Kathrein indicated the firm is now investigating whether Wix intentionally understated the adverse impact of these initiatives on its bottom line. Investors who purchased securities during the class period have until September 22, 2026, to file for lead plaintiff status.