What can you build with AI, no code, and one live session?
In the first beta edition of Edge Live from The Edge of Show, Josh Kriger sits down with Zach Francis, co-founder of Willo, to answer that question in real time. The challenge: build a useful, engaging tool that helps affiliates, creators, and small businesses understand how their websites perform—and gives them a reason to improve.
The result is an interactive website audit and “roast” tool that evaluates a site’s SEO, speed, metadata, headings, image alt text, and other performance factors. Built live with Willo, the tool gives users a score, highlights improvement opportunities, and lets creators choose whether they want feedback that is professional, balanced, or savage.
This episode is not a polished demo. It is a practical experiment in how far an AI builder can go in a short session—and what it means for entrepreneurs, content creators, and small businesses.
What Is Willo?
Willo is a no-code, AI-native platform that enables users to build websites and full-stack software through conversational prompts. Its larger mission, according to Francis, is to become a business operating system that helps companies use AI for building, managing, and automating ongoing work.
Instead of treating AI only as a chatbot or content assistant, Willo is designed to help businesses create real products and workflows—from websites and customer-facing tools to CRM functionality, outreach processes, and AI agents.
“We wanted to be a platform that businesses can get onto and operate their business in an AI-native way,” says Francis.
The Live Build: A Website Audit With Personality
The prompt started with a simple problem. Willo wanted to give its affiliates and partners a useful way to show business owners how their websites could improve. Many small businesses know they need more traffic and visibility, but they may not understand their own SEO, page speed, accessibility, or technical gaps.
Josh asked Willo to create a free website audit tool that would evaluate a website’s quality through key performance data, while making the experience lighthearted and shareable for content creators.
Within minutes, the first version was live.
The tool allowed a user to enter a website URL and receive a scorecard with feedback on issues such as:
- Missing or weak meta descriptions
- Multiple H1 headings
- Images without alt text
- Unclear page context
- SEO opportunities
- Website speed
- Accessibility and ADA-related considerations
When Josh tested The Edge of Show website, the tool returned a C grade and identified specific areas for improvement, including a missing meta description, two H1 headings, and hundreds of images without alt text.
The Edge of AI website received an A grade, with only a minor image-alt-text issue to resolve.
From Website Audit to “Website Roast”
The team did not stop at the first version.
As the live build progressed, Josh and Zach added a more customizable experience that allowed users to set the tone of the feedback. Instead of a generic audit, content creators could choose how serious or playful the output should be.
The final tool included three roast styles:
- Professional
- Balanced
- Savage
The “savage” version added a humorous layer to the experience, offering lines such as “Mid. Painfully forgettable.” But behind the entertainment factor was a real business use case: helping creators turn a website audit into engaging, shareable content while giving businesses actionable technical feedback.
Why SEO, Speed, and Alt Text Matter
A website can look visually appealing while still performing poorly in search, accessibility, and user experience.
During the episode, Francis explains that many small business owners do not know how their website actually ranks or whether it is technically optimized. A website audit tool makes those gaps visible.
One example is image alt text. Alt text supports SEO by helping search engines understand page content, but it also matters for accessibility. For qualifying businesses, inaccessible web content can create compliance and liability concerns.
With an AI-built website, these issues can be identified and addressed much more quickly. During the live session, Josh pasted an alt-text issue into Willo and asked the platform to locate and fix it.
Building Beyond the First Prompt
One of the episode’s most useful lessons is that the first output is only the beginning.
The initial prompt produced a working audit tool, but the hosts continued refining it with follow-up instructions. They added new UX ideas, roast-tone controls, deeper speed insights, email capture opportunities, navigation improvements, and more engaging user interactions.
That iterative process is central to working effectively with AI. Users do not need to know every technical detail before they start. They need to understand the problem they are solving, test the output, and provide clear feedback.
“It’s pretty awesome that it did that,” Josh says after the first live result. “Now, thanks to this roast, one of my websites is cleaner.”
The Future: AI as the Business Operating System
Looking ahead, Francis sees AI evolving from a tool that answers prompts to a system that can actively execute work.
He predicts that AI may increasingly become the customer itself, with people giving agents budgets to purchase software, hire other agents, and complete business tasks.
“I’m betting that AI is going to start becoming the customer,” Francis says. “People are going to start giving AI budgets to purchase software or hire other agents.”
Willo’s roadmap reflects that vision. Planned and expanding capabilities include AI agents for recurring work, built-in CRM and admin tools, real-time API integrations, and MCP connections that make it easier for businesses to connect their software ecosystem.
Potential use cases include:
- Managing inboxes and customer service
- Creating marketing content
- Running PR outreach campaigns
- Coordinating coding agents
- Building and managing websites
- Connecting third-party business applications
- Creating custom internal operating systems
Keep the Human Voice in the Loop
Both Josh and Zach emphasize that AI should not replace human thinking or personality.
Francis points to the problem of “AI slop”—generic, impersonal content copied directly from AI into social media posts. While AI can help refine, structure, and accelerate work, the ideas and voice should still come from the person or business behind the content.
The same principle applies to AI avatars, thought leadership, and automated communication. AI can increase output, but authenticity remains essential.
For Edge Live, the goal is not simply to showcase AI tools. It is to test practical use cases, pressure-test workflows, and help businesses understand what they can build right now.
Key Topics Covered
- Building an AI-powered website audit tool live
- Using no-code AI to evaluate SEO, page speed, headings, and image alt text
- Turning a website audit into a shareable “roast” experience
- Improving websites through iterative prompting
- AI-generated accessibility and ADA compliance considerations
- How affiliates and creators can use useful tools to attract audiences
- Willo’s vision for AI-native business operations
- AI agents, CRMs, API connections, and MCP integrations
- Why human creativity and personality still matter in AI content
- The possibility of AI agents receiving budgets and making purchases
Episode Highlights
“Willo is a no-code-build-anything platform where you can build any website or full-stack software.” — Zach Francis
“Small business owners want visibility, but they don’t really know what it takes to get that visibility.” — Zach Francis
“This is real. We have no idea what’s going to happen. That’s the fun part of live Edge.” — Josh Kriger
“Thanks to this roast, one of my websites is cleaner.” — Josh Kriger
“I’m betting that AI is going to start becoming the customer.” — Zach Francis
“The creativity for content has to start with this, and then AI can refine and polish.” — Josh Kriger
People, Companies, and Resources Mentioned
- Josh Kriger
- Zach Francis
- The Edge of Show
- Edge Live
- Willo
- Edge of AI
- SEO
- ADA compliance
- CRM
- MCP
- API integrations
- AI agents
About Our Guest
Zach Francis is the co-founder of Willo, an AI-native, no-code platform for building websites, full-stack software, and business workflows. Willo is designed to help creators, entrepreneurs, and small businesses build and operate in an AI-first environment, with tools for website creation, automation, agents, integrations, and business management.
Watch and Build With Edge Live
Edge Live is a faster, practical edition of The Edge of Show, where operators and founders test AI tools, build real solutions, and explore what is possible with emerging technology.
To learn more about AI strategy, automation, marketing, lead generation, and operational transformation, visit Edge of AI at edgeofai.xyz.
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