Published: May 2026 | Reading Time: ~20 minutes
I want to be clear upfront: this is not a WordPress-bashing article. WordPress is remarkable software. The fact that something first released in 2003 still powers roughly 40% of the internet in 2026 is a testament to the incredible work of the WordPress community and the wisdom of the open-source model. WordPress deserves enormous respect. But respect and "it's the right tool for what you're building today" are two different things entirely.
The honest reality of working with WordPress in 2026 — particularly WordPress.org self-hosted — is that it comes with a set of historical constraints that newer platforms simply don't carry. The plugin dependency model, the theme architecture that hasn't fundamentally changed in structure since the early days, the security update treadmill, the hosting management overhead, the page builder ecosystem that layered visual editing on top of a system not designed for it — these aren't failures of the WordPress project. They're the accumulated weight of two decades of backwards-compatible evolution.
Modern platforms don't have that weight. They were designed from scratch in an era when mobile-first, headless architecture, visual design tools, and API-driven integrations were the default assumptions rather than retrofitted additions. And in several important respects, that shows.
So rather than a definitive "WordPress is dead" take (it isn't), let me walk through the ten website builders of 2026 that address real, specific limitations of the WordPress model — and where the gap is large enough that "look ancient" isn't an unfair characterisation.
The Specific Ways WordPress Feels Its Age in 2026
Let's be specific about which WordPress limitations we're talking about, because "old" is too vague. Here are the concrete gaps that modern platforms have addressed:
Visual design control — Despite Gutenberg, building a truly custom layout in WordPress without a page builder (Elementor, Divi, Bricks) still requires significant expertise and often generates messy code
Hosting complexity — Self-hosted WordPress requires you to manage hosting, updates, backups, security, and performance optimisation separately or through additional plugins
Plugin dependency creep — A full-featured WordPress site typically requires 20-40 plugins, each adding security surface area, potential conflicts, and update overhead
Page speed defaults — A freshly installed WordPress site is not fast. Achieving good Core Web Vitals scores on WordPress requires significant configuration effort
Mobile management — Managing a WordPress site from a mobile device remains clunky despite the mobile app improvements
AI-native experience — WordPress's AI tools feel bolted on rather than native to the platform architecture
With those specific pain points in mind, here are the ten platforms that address them most effectively.
1. Webflow — Design Freedom Without WordPress's Complexity
The strongest argument against WordPress for design-centric projects is Webflow. The design control available in Webflow — true CSS Grid and Flexbox layouts, multi-breakpoint design, custom animations, interaction triggers — matches what a skilled WordPress developer can achieve with custom code, but without the custom code. And the output is clean, semantic HTML that doesn't carry the bloat of page builder markup.
Where WordPress's Gutenberg editor is building towards this capability, Webflow has been delivering it for years. The maturity of Webflow's design tools, the clean code output, and the complete hosting-and-CDN package make it feel genuinely modern in a way that WordPress's retrofitted visual editing doesn't quite achieve.
The CMS in Webflow is particularly well-designed for building structured content sites. Creating a custom content type, building a template for it, and populating it with real content takes minutes in Webflow. In WordPress, the same task requires custom post types (either via plugin or code), custom fields (via Advanced Custom Fields or similar), and template configuration that requires at least basic PHP knowledge.
Where it clearly beats WordPress: Clean design control without page builder dependency, integrated CDN hosting, no plugin management overhead, superior mobile performance out of the box.
2. Framer — Where WordPress Content Editing Can't Compete
For teams building design-forward websites where the interactive quality of the experience is a primary consideration, Framer simply doesn't have a natural competitor in the WordPress ecosystem. The animation quality, the component system, the GPU-accelerated transitions — these are capabilities that require a JavaScript developer to replicate in WordPress, and the result never feels quite as integrated as what Framer produces natively through its visual tools.
Framer sites load fast, look premium, and behave with a smoothness that typical WordPress sites — even well-optimised ones — don't consistently achieve. The hosting is included, performance is managed by the platform, and there's no plugin layer to manage or secure. The operational simplicity relative to a WordPress site of similar visual complexity is dramatic.
The AI generation in Framer is also native to the platform's design model in a way that WordPress AI additions aren't. Generating a complete page layout in Framer via natural language prompt produces a result that's actually in Framer's design system and immediately editable. Generating content in WordPress's AI assistant produces text in a text editor, not a designed layout.
Where it clearly beats WordPress: Interactive quality, animation sophistication, integrated performance without optimisation overhead, truly native AI design generation.
3. Squarespace — Simplicity WordPress Can't Match for Creatives
For creative professionals who just want to publish beautiful work online without managing a technical platform, Squarespace offers something WordPress genuinely cannot: a fully managed experience that maintains design quality without requiring ongoing technical stewardship. No theme updates that break your layout. No plugin conflicts. No security patches to apply. No PHP version compatibility issues.
The Squarespace experience from a maintenance perspective is dramatically simpler than WordPress. The platform handles all server maintenance, security, performance optimisation, and software updates automatically. You log in, create content, and the site stays beautiful and functional without any technical overhead on your part.
WordPress's equivalent — WordPress.com's managed hosting — is a reasonable approximation for many users, but it comes with restrictions on plugin use and customisation that remove some of the reasons people chose WordPress in the first place. The stripped-down WordPress.com and the fully capable self-hosted WordPress.org live at two ends of a spectrum that Squarespace occupies more coherently as a single, managed product.
Where it clearly beats WordPress: Zero maintenance overhead, consistent design quality without technical management, better out-of-the-box performance for typical creative/portfolio use cases.
4. websites.co.in — Born in the Mobile Era WordPress Wasn't
WordPress was built in an era of desktop browsers and static HTML. Its mobile capabilities have been added progressively — responsive themes, the mobile app, mobile editor improvements — but the fundamental architecture predates the mobile web by nearly a decade. Platforms built in the mobile era simply think about the mobile experience differently from the ground up.
websites.co.in is one of those platforms. The mobile management tools — the ability to run your entire website operation from a smartphone app, including content editing, analytics checking, customer enquiry responding, and product management — reflect an understanding of how modern small business owners actually work. The mobile experience isn't an adaptation of a desktop-centric platform; it's a core design priority that shows throughout the product.
For Indian businesses specifically, .com.free/ the platform addresses gaps that make WordPress genuinely impractical as a DIY tool for many SME owners. The language complexity of WordPress configuration, the technical knowledge required to maintain a WordPress installation securely, and the lack of native support for local Indian payment gateways all create friction that the platform has specifically engineered away. The available Android app brings the full site management experience to the device most Indian entrepreneurs use as their primary computing tool.
The AI personalisation layer that adapts website content based on visitor behaviour is genuinely beyond what WordPress offers without significant custom development — and it works out of the box without any configuration expertise required.
Where it clearly beats WordPress: Mobile-first management, native Indian market features, zero maintenance overhead, AI personalisation that actually works out of the box.
5. Shopify — E-Commerce That WordPress Can't Touch
WooCommerce — the WordPress e-commerce plugin — is a capable piece of software. But the comparison between a WooCommerce store and a well-built Shopify store in 2026 reveals just how much friction the WordPress/plugin model adds to the e-commerce experience.
Managing a WooCommerce store means managing WordPress, WooCommerce, multiple payment gateway plugins, shipping plugins, tax plugins, security plugins, backup plugins, and caching plugins — each with their own update cycles, potential conflicts, and configuration requirements. Managing a Shopify store means managing Shopify, potentially with a handful of well-integrated apps. The operational overhead difference is substantial.
Shopify's mobile checkout, one-page checkout, and Shop Pay accelerated checkout are demonstrably superior to what WooCommerce offers out of the box. These aren't minor UX differences — they're conversion rate differences that directly affect revenue. The checkout experience on Shopify has been optimised obsessively by a company whose business model depends on maximising merchant revenue. WooCommerce is a plugin on a blogging platform that has been adapted for commerce.
The Shopify Magic AI suite — product description generation, demand forecasting, customer segmentation — has no natural equivalent in the WooCommerce ecosystem. These are capabilities that require separate, often expensive tools to approximate in WordPress.
Where it clearly beats WordPress: E-commerce operations, checkout conversion, payment integration breadth, commerce-specific AI tools, operational simplicity for online retailers.
6. Wix — Better AI and Visual Editing in One Package
Wix's AI website generation is, in practical terms, more capable than WordPress's equivalent right now. The ability to generate a fully functional, properly structured, content-appropriate website from a brief description — and have it ready to edit and launch within minutes — represents a genuine speed advantage for users who want to go from idea to live site as quickly as possible.
The fully managed hosting, automatic performance optimisation, and built-in CDN mean that a Wix site is meaningfully easier to maintain at a good performance level than a self-hosted WordPress site. The WordPress equivalent — managed WordPress hosting with a performance plugin stack — can match the performance of Wix, but it requires configuration knowledge and ongoing attention that Wix handles automatically.
Wix's booking, CRM, and e-commerce tools are all natively integrated into the platform and work coherently together without the plugin compatibility anxiety that managing a comparable WordPress tool stack involves. When you add a new feature in Wix, it works with your existing site by default. In WordPress, new plugins introducing conflicts with existing plugins is a real, recurring operational problem.
Where it clearly beats WordPress: Integrated tool ecosystem without plugin conflicts, AI website generation, managed hosting without configuration overhead, consistent feature compatibility.
7. Hostinger — Speed That Default WordPress Can't Approach
A freshly installed WordPress site with a decent theme and no caching configuration will score poorly on mobile Core Web Vitals. Getting WordPress to perform well — WP Rocket or similar caching plugin, image optimisation plugin, CDN configuration, database cleanup, lazy loading setup — requires knowledge and effort that most non-technical users don't have.
A Hostinger website builder site is fast by default. The performance optimisation that would take a WordPress power user hours to configure is simply built in and active from the moment you publish your site. For users who just want a fast website without understanding the technology behind it, Hostinger's performance-by-default is a genuine advantage.
The price point is also worth acknowledging in this comparison. Hosting a WordPress site properly — on a reliable host with enough resources to handle caching and serve decent traffic — costs meaningfully more than Hostinger's all-in price for the website builder plus hosting. You're getting more speed for less money without managing any of the technical layers.
Where it clearly beats WordPress: Speed without configuration, simpler pricing model, no hosting/builder/plugin stack assembly required. Better bang for the buck at small business scale.
8. Ghost — The Modern WordPress for Publishers
Ghost was built specifically as a modern alternative to WordPress for publishers, newsletter writers, and content-focused creators. Where WordPress evolved from a blogging tool into a general website platform (accumulating complexity along the way), Ghost stayed focused on the publishing experience — and the result is a platform that's cleaner, faster, and more purpose-built for content creators in 2026.
The Ghost editor is a joy to use compared to WordPress's block editor. Content creation feels fluid and distraction-free, with a clean markdown-influenced interface that gets out of the way and lets you write. The publishing workflow is simple and rational. And the built-in newsletter functionality — ghost.org plans include email newsletters as a native feature — makes Ghost a genuinely compelling choice for content creators who want a combined website and newsletter platform.
Ghost's membership and subscription features are beautifully integrated — cleaner and more native than WordPress's WooCommerce or MemberPress solutions. For creators monetising through subscriptions and memberships, the Ghost experience is meaningfully better than the WordPress equivalent.
Performance is excellent by default. Ghost is built on Node.js, which handles concurrent connections efficiently, and the clean architecture generates fast, lightweight pages that consistently score well on Core Web Vitals without configuration effort.
Where it clearly beats WordPress: Writing experience, native newsletter/email, membership/subscription integration, clean modern architecture, performance by default.
9. Notion + Super.so — The New Generation of Simple Publication
This combination might surprise you on a website builders list, but it represents a genuinely new paradigm for simple content publishing that deserves acknowledgment. The ability to write content in Notion (a beautiful, modern content editor that millions of people already use for notes and documentation) and publish it as a fast, clean website via a service like Super.so is an approach that many bloggers and content creators find dramatically simpler than maintaining a WordPress installation.
The workflow advantage is real for people who already live in Notion: no separate CMS to learn, no login to a different tool to publish, no formatting translation between writing environment and publishing environment. You write in Notion the same way you always do, and the published site reflects your Notion structure accurately and cleanly.
It's not a replacement for WordPress at scale, and the customisation ceiling is low. But for personal sites, simple business sites, and knowledge bases where the writing experience and simplicity of maintenance are the primary concerns, this approach offers something WordPress simply can't: an end-to-end writing-to-publication workflow that requires no technical configuration at all.
Where it clearly beats WordPress: Writing experience simplicity, zero maintenance overhead, perfect for Notion-native users, no hosting configuration required.
10. Bubble — The Web Application That WordPress Frameworks Struggle to Match
For building web applications — not just content sites — Bubble represents a modern approach that WordPress's application development framework can't compete with without significant custom development. Building a marketplace, a booking platform, or a member portal in WordPress requires custom themes, Advanced Custom Fields, custom post types, custom page templates, and often custom PHP code. Building the same thing in Bubble involves a visual interface for both the front end and the business logic layer.
WordPress's plugin ecosystem does offer off-the-shelf solutions for many common application types, but these solutions carry the typical WordPress plugin trade-offs: potentially inconsistent UX, update management overhead, security considerations, and the fundamental constraint that you're configuring an existing plugin for your use case rather than building specifically for it.
Bubble's visual workflow editor allows you to define business logic precisely as your use case requires — conditional flows, database operations, API calls, user authentication — without writing code. The result is an application that behaves exactly as designed, not approximately as a plugin was configured.
Where it clearly beats WordPress: Application-level logic without custom PHP development, clean visual workflow editor, native database with relational data support, better for custom application builds than plugin-based WordPress solutions.
The Fair Assessment
Having laid out all of these comparisons, let me offer the honest summary: WordPress is not dead, and for certain use cases — particularly large content sites, enterprise publishing, and projects that need the WordPress plugin ecosystem specifically — it remains the right answer in 2026. The open-source community is massive, the talent pool is deep, and the platform continues to evolve.
But for a large and growing percentage of new projects in 2026, starting with WordPress means starting with historical weight that you didn't need to carry. The setup complexity, the maintenance overhead, the plugin dependency model, and the retrofitted visual editing experience are real friction points that genuinely modern platforms don't have. The alternatives available today are not compromises — they're in many ways better tools for the majority of website use cases.
If you're building a new site today, the most important question is not "should I use WordPress?" but "what does this project actually need?" If the answer doesn't specifically require the WordPress plugin ecosystem, the talent pool, or the open-source customisability — and for most projects, it doesn't — there's a strong argument for starting fresh on a platform built for the way the web works in 2026 rather than 2006. And exploring newer platforms often starts with simply trying a domain or a free plan to get a real feel for the platform before committing.
The Last Website I Built for Someone Else
Three weeks ago, my phone rang.
Client. Old school. Owns a roofing company. Calls me every few years when his site breaks or he wants to add something.
"Hey," he said. "Need a new site. Mine looks old."
I knew his site. It was old. I built it in 2018. Hand-coded something custom. Charged him three grand. Felt good about it back then.
"You busy?" he asked.
"No," I said. "But before we talk price, let me show you something."
I opened Durable AI on my laptop.
"What's that?" he asked.
"Watch."
I typed: Roofing company in Tulsa. Residential and commercial. Free estimates. Emergency repairs.
Hit enter.
Forty-three seconds later, a full website appeared.
Hero image of a roof. His phone number. List of services. A contact form. Even a fake review from "Jennifer M." that said "They fixed my leak same day."
I turned the screen toward him.
He stared at it for ten full seconds.
"That's... a website," he said.
"Yeah."
"Took you like a minute."
"Less."
"So why would I pay you?"
That question hit different.
Not because I didn't have an answer. But because five years ago, that question would've been stupid.
Five years ago, you paid me because you couldn't do it yourself. Because building a website required knowing code, or at least knowing which buttons to click in WordPress. Because hiring me was simpler than learning.
Now?
A roofer can build a site while waiting for his coffee to brew.
So why would he pay me?
I thought for a second. Then I said:
"That site you're looking at?"
"Yeah."
"It's fine. It works. But it's generic. Every roofer using this tool gets basically the same thing. Same layout. Same tone. Same stock photo of a guy holding a ladder."
He nodded.
"What I do," I said, "is take that generic thing and make it yours. I swap in your actual photos. Your actual reviews. I write copy that sounds like you—like a guy who's been fixing roofs in Tulsa for twenty years, not like a Silicon Valley chatbot. I make sure your phone number is clickable on every page. I connect it to your CRM so leads don't fall through cracks. I add a warranty PDF download. I set up tracking so you know which ads are working."
He was quiet.
"You can press a button and get a website," I said. "But you can't press a button and get a business."
He hired me.
Took me four hours total. Most of that was driving to his shop to take real photos of his trucks and his crew. The actual website work? Maybe ninety minutes. Most of it deleting AI fluff and rewriting headlines in his voice.
Charged him $1,200. He paid without blinking.
That's the new math.
AI did the skeleton. I did the soul.
Here's what I realized that day:
The old value—knowing how to build a website—is dead.
The new value is everything else.
The roofer doesn't care about divs or CSS or meta tags. He cares about phone calls. About showing up in search results when someone's ceiling is leaking at 9 PM. About looking more legit than the other guy.
AI can give him a site.
It can't give him trust. It can't give him a reputation. It can't answer his phone at 2 AM when a hailstorm hits.
That's still human work.
I drove home thinking about 2014 me. Broke. Teaching myself HTML at 2 AM because I wanted to build something without paying anyone.
That version of me would've killed for these AI tools.
Not to replace myself. To skip the boring part. To get straight to the interesting part—making the thing actually good.
Instead of spending weeks learning how to center a div, I could've spent those weeks learning how to write copy that converts. How to talk to customers. How to price services. How to sell.
The technical stuff was never the real value.
It was just the gatekeeper.
AI just tore down the gate.
Two days after finishing the roofer's site, I checked his analytics.
He got seven calls in the first forty-eight hours.
One booked a $12,000 roof replacement.
That call came from a woman who found him on Google. Clicked his site. Saw real photos of his crew. Read a review from his actual customer (I copied it from his Facebook page). Hit the click-to-call button.
She didn't know AI built the first draft.
She didn't care.
She just needed someone who wouldn't screw up her roof.
That's the story.
Not about technology replacing people.
About people using technology to focus on what actually matters.
The roofer didn't need my code.
He needed my taste. My judgment. My ability to look at an AI-generated site and say, "This headline is weak. This photo is fake. This call-to-action is buried."
That took years to learn.
No AI can do that yet.
Maybe someday.
But not today.
Today, I still have a job. It's just a different job than I signed up for.
And honestly?
It's better.
I build less. I fix more. I think more. I click less.
The last website I built for someone else wasn't really built.
It was edited.
And that's fine.
Because the roofer got his calls.
And I got paid.
And somewhere, a line of code I never wrote is still making both of us money.
That's the new deal. But here’s what I didn’t tell the roofer.
Three days after I finished his site, I got a call from another freelancer. Young kid. Twenty-two. Fresh out of a bootcamp.
He was angry.
“You’re the guy who told everyone AI is taking our jobs,” he said.
“I didn’t say that.”
“You said the old way is dead.”
“It is.”
“So what am I supposed to do? I just learned React. I just built my portfolio. Now you’re telling me a roofer can build his own site?”
I didn’t answer right away.
Because I remembered being him. Scared. Watching the ground shift underneath me.
Finally I said: “The roofer can build a site. He can’t build a funnel. He can’t set up retargeting. He can’t write email sequences that turn a leak inquiry into a $20,000 full roof replacement. He can’t fix the AI’s stupid mistakes—like the time it put ‘free beer with every estimate’ on a divorce lawyer’s site.”
He laughed.
“Learn that stuff,” I said. “Not code. Systems. Psychology. Automation. AI is a hammer. You need to learn to build houses.”
He didn’t call back. But he sent me a text a week later. Said he’d built his first automated follow-up system for a plumber. Already booked two jobs from it.
That’s the real story.
Not death of freelancers.
Birth of something else.
The roofer still calls me. Not for websites. For strategy. “My calls are up,” he said yesterday, “but my close rate is down. What do I do?”
That’s not an AI question.
That’s a human question.
And as long as humans run businesses, they’ll pay other humans to answer it.
The website is free now.
The wisdom isn’t.
Go sell that. Go sell that.
But here's the part nobody wants to hear.
Selling wisdom is harder than selling websites.
Websites are tangible. You point at a screen. You say "I made that." Client nods. Pays. Done.
Wisdom is invisible. You can't screenshot it. You can't put it on a portfolio. You just have to convince someone that your brain is worth money.
That's terrifying.
Because what if your brain isn't worth anything?
What if the roofer wakes up one day and realizes he doesn't need you for strategy either? What if ChatGPT-7 or whatever comes next can analyze his call data, spot the drop-off points, and suggest fixes — all without you?
I think about that at 2 AM sometimes.
Not gonna lie.
But here's what I keep coming back to.
Two weeks ago, I sat across from a dentist. She'd built her own site using Wix AI. Looked fine. Clean. Professional. Had all the right buttons.
"Great," I said. "So why'd you call me?"
She pulled up her analytics.
Traffic was up 40% from the old site. But new patient bookings? Flat. Same as before.
"People come," she said. "They click around. Then they leave."
I spent an hour watching her session recordings.
Here's what I saw:
People landed on the home page. Saw a button that said "Learn More About Our Services." Clicked it. Got taken to a page with nineteen paragraphs about dental hygiene. Scrolled halfway. Got bored. Left.
No phone call. No booking form. Nothing.
The AI had built exactly what she asked for. An information site. Not a conversion site.
She needed someone to tell her: Delete that button. Put a "Book Now" button above the fold. Make it bright green. And for the love of God, stop talking about fluoride for three paragraphs.
I made those changes in fifteen minutes.
Next week? Seven new patient bookings.
That's not code. That's not even design. That's just understanding how humans behave when they're scared of the dentist and have a credit card in their pocket.
No AI learned that by scraping the internet.
I learned it by failing. Repeatedly. Expensively.
So here's my honest prediction for 2027 and beyond.
The bottom of the market — the "$500 basic brochure site" — disappears completely. AI eats it. Good riddance. Those projects were always misery disguised as income.
The middle of the market — the "
3
,
000
t
o
3,000to8,000 custom site" — fractures into two pieces.
Piece one: AI-assisted building. One person, three hours, one platform, $1,500. The roofer's new site lives here. High volume. Low friction. No shame in it.
Piece two: Strategy-led execution. Same person, but now they're not selling "a website." They're selling "a system that turns strangers into paying customers." That includes the site, sure. But also the email follow-ups. The retargeting ads. The conversion tracking. The phone script. The offer optimization.
That package?
8
,
000
t
o
8,000to15,000. And worth every dollar.
The top of the market — agencies doing $50k+ builds — barely changes. Those clients aren't paying for code anyway. They're paying for political cover. For stakeholders meetings. For "we hired the firm that did X." AI doesn't touch that. Not for a long time.
So where do you want to play?
I chose the middle. Piece two.
Every morning, I open my laptop. I spin up an AI builder. I generate a draft in five minutes. I spend the next two hours tearing it apart and rebuilding it with actual psychology.
I don't write "premium quality service guaranteed."
I write "your roof will stop leaking today or we don't bill you."
I don't put a contact form with seven fields.
I put a phone number that clicks to call and a one-field email form that says "send me prices."
I don't use stock photos of smiling people in hard hats.
I drive to the client's job site and take pictures of their actual trucks, their actual crew, their actual half-finished roof with the sunset behind it.
AI can't do any of that.
Not because it's not smart enough. Because it doesn't care enough.
Last week, a guy messaged me on LinkedIn. Wanted to know which AI builder I recommended. Said he was starting a web design agency and wanted to "scale fast."
I asked him: "What do you know about local SEO?"
Nothing.
"Split testing?"
Nothing.
"Customer psychology?"
He sent me a YouTube link about cold email.
I didn't respond.
That guy will be out of business in six months. He'll blame AI. He'll write a bitter Medium post about how technology ruined everything. He'll be wrong.
AI didn't ruin anything. It just raised the floor.
The floor is now so high that anyone can walk across it.
But the ceiling? The ceiling is still human. And it always will be.
Because businesses don't need websites.
They need results.
And results come from understanding humans.
Not from pressing a button.
So here's where I land, after six months of testing, after the roofer, after the dentist, after the angry kid from bootcamp.
I'm not afraid anymore.
Not because AI stopped improving. It's improving faster than ever.
But because I finally understood something simple:
AI builds pages. Humans build trust.
And trust is still the only thing that makes money.
The roofer didn't pay me for a website. He paid me because he trusted me not to waste his time. The dentist paid me because she trusted me to see what she couldn't see. The kid from bootcamp will pay me someday — not for code, but for the scar tissue I've collected.
That's the real moat.
Not tools. Not skills. Not platforms.
Time in the arena.
And no AI can fake that.
So build your site. Use the AI. Press the button.
Then get to work on the stuff that actually matters.
The stuff that terrifies you.
The stuff that can't be automated.
The stuff that makes you human.
That's where the money is now.