Squarespace Introduces Its AI Website Builder with a Human Touch

During Squarespace’s last brand refresh, the website creator launched Blueprint AI, its artificial intelligence-powered website builder. And now, its bringing the tool to the masses with a creative campaign answering one key question: Can AI make digital design more human?

Julie Osborn, director of product marketing at Squarespace believes so. “Blueprint AI makes website design more human by blending the power of technology with Squarespace’s two decades of human-centered design expertise to create websites that feel thoughtful, intentional and uniquely personal,” she tells LBB.

“Squarespace has always been known for its beautiful, award-winning templates, crafted by some of the best designers in the industry. With Blueprint AI, we’ve infused that design expertise directly into every aspect of the AI experience.”

The new campaign to showcase Blueprint AI, ‘Human Powered’, was created in-house and spans paid social, instream and outstream, and CTV, including a film produced with the help of visual arts studio ManvsMachine.

According to Julie, the creative spark for the campaign came from a simple but powerful belief – that technology should unlock creativity, not replace it. Squarespace wanted to make it clear that AI isn’t here to take over design, but to empower people to create more confidently and easily. Not to mention shifting the AI conversation away from automation and efficiency, to champion human creativity and great design.

“So instead of building Blueprint AI as just another AI tool, we wanted it to be a creative partner that helps bring ideas to life – faster, but still deeply personal,” she says.

The 30-second film shows a designer selecting colours, fonts and other stylistic choices in their sketchbook, with each decision leaping off of the page and becoming animated digital elements. The spot ends with a line about ‘putting more creative possibilities into designers’ hands’, with the sketchbook transforming into a laptop, showing the Blueprint AI landing page.

“It’s our way of celebrating the people behind every website – the entrepreneurs, artists, and dreamers who bring their unique vision to the world,” says Julie. “AI is there to help bring that vision to life.”

Aware of both the excitement and skepticism around AI tools in creative fields, Julie explains that Squarespace centred its introduction of Blueprint around personalisation and creative empowerment. The campaign demonstrates the tool’s ability to adapt to each user and offer customised, tailored content, shaped by the brand’s two decades in human-centric design.

This process involves the AI asking thoughtful questions about the user’s brand, style and goals, before translating that vision into a fully designed, authentic site.

“Designing a website from scratch can feel overwhelming,” says Julie. “Blueprint AI helps people spend less time making technical decisions and more time focusing on their entrepreneurial ideas. It removes the friction from website creation but never removes the human touch.

“At the end of the day, we wanted to show that AI can actually make website creation feel more personal, not less. It’s not about AI taking the lead – it’s about helping people bring their ideas to life in a way that feels natural, intuitive and uniquely their own.”

The ‘Human Powered’ campaign will run globally through June 2025.