Gift 01 · AI Show & Tell #4

+ Wix's internal MCP

The Willow Starter Kit

Willow is Wix's own MCP — one address that connects Claude to around a hundred internal systems, authenticated as you. This page takes you from nothing to connected, sensibly scoped, and knowing which tools are worth your time. Fifteen minutes, start to finish.

What you can do now that you couldn't yesterday

1Install it

Two routes. Pick the one that matches where you work — you only need one.

$ claude mcp add --transport http willow "https://mcp-s.wewix.net/mcp"
$ claude mcp list   # confirm it took

2Two things that look like bugs

Both of these get reported as broken every week. Neither one is broken.

3Scope it — and the trade you're making

Willow loads its whole tool catalogue into every conversation. Around a hundred servers of tool definitions compete with your actual work for context. There's a setting almost nobody uses that fixes it: in the extension's Configure panel, the MCP field takes a comma-separated list of servers. Name three, and Claude loads three instead of a hundred.

# Settings › Extensions › Willow › Configure
MCP = creative-engine, tableau, google-workspace

But it cuts both ways, and it's worth knowing which side you're on:

4The tools worth your time

Around a hundred servers exist. These are the ones a marketer will actually reach for, taken from the Internal Tools Catalog. Pick one from make, one from know, and one you already use daily — that's a week of experiments. Click any name to find it on the Willow portal.

Tool	What it does	Why it's worth it	Try it for
MakeCreate the thing instead of briefing someone for it.
CECreative Engine↗	Generates images, and edits them — removes or replaces backgrounds, expands a canvas, upscales, removes objects.	A usable asset in seconds, without opening a design tool or waiting on anyone.2 credits per image, from your own Wix AI balance. Check yours first.	“Remove the background from this shot and expand it to 16:9.”
ededword↗	Style guides, content-type outlines, article generation, and linting a draft against house style.	Catches off-brand phrasing before a reviewer does.	“Lint this landing page copy against our style guide.”
IRimage-recognition↗	Describes and analyses what is actually in an image.	Turns a folder of screenshots or creatives into something you can search and summarise.	“Describe what’s happening in each of these five ad creatives.”
ACautomations-copilot↗	A conversational builder for automations on Wix sites.	Describe the automation you want in a sentence rather than clicking through a builder.	“Set up an automation that emails me when a form is submitted.”
PHPrompt Hub↗	Where prompts used in Wix products are stored, versioned, tested and measured.	See how a Wix feature actually prompts its model, instead of guessing.	“Find the prompts related to product descriptions.”
MMermaid↗	Turns a written description into a real diagram — flows, timelines, org charts.	A diagram from one sentence, instead of an hour in a drawing tool.	“Diagram our campaign approval flow.”
KnowAnswer the question with real numbers instead of an opinion.
swsimilarweb↗	Traffic and engagement, keywords, SEO and PPC spend, audience demographics, competitor benchmarking, retail and brand sales data.	The single richest data source here for market research — and it runs on Wix’s licence.	“Compare our traffic and top keywords with two competitors.”
UVUser Voice↗	Customer issues, feature requests, trending problems, highlights, and the Jira tickets attached to them.	What customers actually complain about, before you write the campaign that ignores it.	“What are this month’s trending issues, grouped by theme?”
TTableau↗	Search our dashboards and read their metadata — owner, project, tags, last updated.	There is no native Claude connector for Tableau. This is the only door.	“Which marketing dashboards has nobody touched in six months?”
PPpremium-platform↗	The commerce backend — subscriptions, products, coupons, billing, invoices, discounts and user offerings.	Answer pricing and packaging questions from the real thing instead of a stale slide.	“What discounts are currently eligible on this product?”
KBkb-retrieval↗	Search internal knowledge bases, and add documents to them.	Reaches the internal answers that never made it into a doc you own.	“Search the internal knowledge base for our position on this.”
abairbot↗	An internal AI agent you can put a question to directly, and check the status of longer jobs.	Sometimes the fastest route is asking the internal agent that already knows.	“Ask airbot how this internal process works.”
dodora↗	A second internal agent, with its own configuration, memories and job queue.	Ask it directly, or save context to it so the next question starts warmer.	“Ask dora what changed in this area recently.”
TrTrino↗	Run SQL across the data lake — sample data, inspect schemas and partitions.	The number before anyone has built a dashboard for it.Technical. Lean on a developer teammate the first time.	“How many signups came from this campaign last month?”
QQuix↗	Data notebooks — query cells, executions and data docs colleagues have already written.	Someone probably answered your question last quarter.	“Find existing queries about trial conversion.”
DailyThe tabs you already live in — minus the tabs.
CoCoda↗	Full read and write on docs, pages, tables, rows, views, comments and formulas.	The catalogue calls it the source of truth for team content — and Claude can edit it, not just read it.	“Pull the launch checklist out of our Coda doc and tell me what’s unassigned.”
GWGoogle Workspace↗	Docs, Sheets, Slides and Drive — create, edit, build presentations, manage files and sharing.	Through Willow it can edit Docs and Sheets — the native connector only reads them. Deeper, not just wider.	“Pull this together and build me a Slides deck.”
GGmail↗	Read, search, draft, send and organise email.	Drafts written with the context already in the conversation.	“Draft a reply to the last email from this client.”
CalGoogle Calendar↗	List and search events, check availability, create and update meetings.	Scheduling without leaving the thread you’re already in.	“Find an hour next week that works for these three people.”
moMonday↗	Boards, items, columns, updates, dashboards and sprints.	Status answers without opening the board.	“What’s still open on our launch board, and who owns each one?”
SSlack↗	Post and search messages, semantic search, channels, reminders and canvases.	Finds the decision from four months ago that you know happened but can’t locate.	“Find where we decided the pricing page copy.”
GFGoogle Forms↗	Create and manage forms; collect and read the responses.	Build the survey and read what came back without switching tools.	“Summarise the responses to our feedback form.”
SpecialistNarrow options, but unbeatable in their lane.
BBabel↗	Localization and translation management — keys, projects, uploading content, publishing.	If you touch localization, this removes most of the manual key-hunting.	“Which locales are missing keys for this feature?”
PGproduct-glossary↗	Look up the official product and domain terminology.	Stops three people calling the same feature three different things.	“What’s the official name for this feature?”
wcwix-connect↗	User research and outreach ops — studies, participants, calendars, scheduling links, campaigns, meeting recordings and summaries.	The admin around research, handled where you’re already writing it up.	“Summarise my research meetings this week.”
HCanswers-articles↗	Help-centre article drafting, search and categorisation.	Reuse what support already documented instead of rewriting it.	“What do our Help Center articles say about this feature?”
aaai-assistant↗	Build and manage internal AI assistants — skills, blueprints, articles, evaluations, domain knowledge.	The platform behind Wix’s own assistants, if you want to build one rather than describe one.	“Show me the skills configured on this assistant.”
kykyber↗	Agent orchestration — agents, automations, triggers, environments and execution sessions.	Where a workflow graduates from a prompt you re-run into something that runs itself.	“List the automations currently set up.”
OcOctocode↗	Advanced code search across GitHub — files, code, PRs, repos and packages.	You don’t need to be a developer. It finds every hardcoded string, which pairs neatly with Babel.	“Find every hardcoded English string in this area.”
FiFigma↗	Read Figma files, comments and versions; export images.	Pull the actual design into the brief instead of describing it from memory.	“Summarise the open comments on this Figma file.”

Scroll sideways on a narrow screen. Availability follows your Wix roles — if a tool doesn't appear for you, you don't have access to the system behind it. And a few of these (Slack, Gmail, Calendar, Monday, Drive) exist both inside Willow and as standalone Claude connectors; where both work, use whichever authenticates cleanly.

5When Willow isn't enough

Every tool you can add comes from one of two places, and the difference is who checked it before you.

Inside Wix Vetted

Who checked it: a Wix platform team. It's on the Willow portal, it authenticates with your Wix identity, and it only reaches what your roles already allow.

If something breaks, it gets fixed centrally — for everyone, not just you.

Outside Wix Your call

Who checked it: nobody. Anyone can publish on GitHub, and most open-source Claude skills and MCP servers live there.

Worth using — plenty are excellent. Just read the front page first: who made it, how many people use it, when it was last touched, and what it's allowed to do.

Willow only ever acts as you. So sometimes it reaches a tool but not the specific thing you need — and that's a permissions answer, not a broken connector. While building this session, Willow listed every Tableau dashboard we have, then refused to open a workbook, because that permission isn't mine.

// the tool is connected. the permission is not.
MCP error −32603: tableau
get_workbook: 403 forbidden

The fix is to add a second, narrower door beside it — exactly the way you added Willow. The tool publishes its own extension or endpoint, and you install that one too. They coexist happily. Try Willow first; add the dedicated connector when you hit a wall.

6When it breaks