In today’s fast-moving digital world, there are more tools than ever promising to help you build websites, manage content, sell online, or automate your marketing. But behind the scenes, not all tools are built the same, and understanding the difference between Open Source, Proprietary, and AI-powered platforms can help you make smarter decisions for your business.
So let’s break it down, and as usual, no jargon, no fluff. Just the key things that we feel you need to know.
What Is Open Source?
Open source software is like a community cookbook. The recipe (the source code) is public, and anyone can use it, modify it, and share it. It’s built and maintained by developers all over the world, and often available for free or at a lower cost.
Some popular open source platforms include:
- WordPress (website CMS)
- Magento/OpenMage (eCommerce)
- Drupal (content management)
- Linux (server software)
Why people love open source software:
- It’s flexible
- It’s often free or lower cost to use
- You’re not locked into one vendor
- The developer communities are huge which means there are fast updates and security patches as and when required
- You can build custom features as your business grows
But the catches are:
- You need a developer (or agency) to customise, host, maintain, and secure it
- Updates and compatibility require technical oversight
- There’s no “help desk”, support comes from your developer or the community
Think of open source like owning your own house. You can renovate it, knock down walls, and add a second level, but it’s your responsibility to maintain it.
What Is Proprietary Software?
Proprietary software is more like a polished hotel. It’s owned and maintained by a company. You pay to use it, but you don’t get access to the code or back-end infrastructure.
Popular proprietary platforms include:
- Wix, Squarespace, Shopify (websites/eCommerce)
- Webflow (design-focused CMS)
- Adobe Creative Cloud, Microsoft 365 (design/productivity)
Why people like proprietary tools:
- It’s all-in-one and user-friendly
- Hosting, support, and updates are included
- you generally dont need to hire a developer to get started
- Ideal for small to medium sized businesses
But there are also tradeoffs:
- You’re limited to their templates and tools
- Customisation can be tricky or impossible
- If you outgrow the platform, migrating can be a pain
- You pay ongoing fees and may not fully “own” your data
Proprietary platforms are great for getting started quickly, generally a 1 stop shop but they’re not always built for long-term scaling in mind if that is required.
So now, what About AI-Powered Website Builders?
Now we’re seeing a third category emerge into the market: AI website builders and the associated digital tools.
These platforms use artificial intelligence (AI) to generate content, design layouts, write code, and/or suggest optimisations. Think of it like a digital assistant helping you build things faster, but without replacing the human strategy or experience.
Examples include:
- Wix ADI or Durable (AI builds a website for you)
- ChatGPT + Webflow + custom prompts (AI-assisted design/dev)
- Jasper.ai, Copy.ai, SurferSEO (AI for content and SEO)
- AI chatbots or email automation tools
Why we think AI is exciting:
- It can save you time, getting rough drafts, layout ideas, or code snippets instantly
- Great for small businesses with limited budgets
- Can assist content creation, SEO, form logic, and more
- Offers data-driven suggestions based on user behaviour
But beware:
- AI output is only as good as the prompts you provide, or your understanding
- It lacks brand nuance and strategic thinking
- It can introduce errors, inconsistencies, or poor UX if left unchecked
- You still need a professional eye to refine, direct, and implement
AI tools are brilliant co-pilots, but they’re not your strategy, designer, or developer. Yet…
So with all that said, which one’s best for your website?
It really all depends on your goals, budget, team, and how hands-on you want to be.
Use open source (like WordPress) if:
- You want full ownership and flexibility
- You plan to grow or scale your website
- You have (or plan to hire) a trusted developer or agency
- SEO and performance matter long-term
Use proprietary (like Wix or Shopify) if:
- You want a faster, more simple solution
- You’re not necessarily technically inclined and don’t want to be
- You don’t need any heavy customisation
- You’re happy to work within the platform’s limits
Use AI-assisted tools if:
- You need help getting started with content or design
- You’re experimenting or need quick prototypes
- You want to speed up ideation, not replace experts
- You understand enough to spot bad suggestions
Our Take on all of the above:
We’ve worked with them all, open source platforms, proprietary systems, and are actively using AI tools to enhance efficiency, but here’s our thoughts:
Depending on your business requirements, Open source gives our clients the most control, scalability, and long-term value. Proprietary tools are great if they meet your requirements and dont need too much customisation, you may then need replatforming later. AI tools definitely help us move faster, but they need to be paired with real strategy and experience.
We build websites to do their job and to perform, and that means choosing the right foundation for your goals. Whether we’re custom-coding a WordPress build, integrating AI into a marketing flow, or advising you on the best-fit platform, we work with what makes sense for you, not just what’s popular.
You don’t need to be a developer to make smart decisions about your website. You just need to understand what’s under the hood, and why it matters.
Open source gives you control.
Proprietary gives you convenience.
AI gives you speed.
But strategy, design, and execution? That still takes human expertise.
If you’re unsure where to start, or if your current platform is holding you back, we’re here to help.
Let’s build something better, together.