In this episode of Breakdown, Matt Medeiros welcomes back Cole Fraser from Gravity Wiz to give us the latest updates from their camp—and there’s a lot to catch up on. Cole breaks down how Gravity Wiz is evolving from a plugin company into a full product ecosystem, with updates that will have Gravity Forms customers rethinking how they build and manage forms.

One of the biggest changes? The launch of Spellbook, a new centralized plugin interface that consolidates the management of all Gravity Wiz products right inside the WordPress dashboard. It’s a cleaner, more powerful way to handle plugin discovery, licensing, and updates—plus it opens the door for more free offerings.

Cole and Matt also dive into how AI is actually being used today in the WordPress and forms space. Spoiler: it’s still early days. While everyone’s rushing to ship AI features, many end users are just starting to explore the possibilities. The conversation gets philosophical, touching on form-building, data ownership, and how open source tools like WordPress and Gravity Forms may offer a more stable future as AI ecosystems start to get fragmented and commercialized.

It’s a must-listen for anyone building with Gravity Forms—or wondering how the AI wave is truly reshaping workflows.

Takeaways

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  Spellbook is here: A new unified plugin management hub for all Gravity Wiz products, improving plugin discovery, licensing, and free plugin access.

• Gravity Wiz is expanding strategically: The team now offers three major product suites—Gravity Perks, Gravity Connect, and Gravity Shop—with more sophisticated tools on the way like GP Bookings.

• Real-world AI use is still basic: Most AI use cases with Gravity Forms revolve around data processing after form submission, not full-blown automation or form generation (yet).

• Email remains critical: Gravity Wiz launched new integrations with Drip and MailPoet, plus an email validator tool to ensure clean data and workflows.

• Open source is the long game: Cole and Matt agree—owning your data and building on stable, transparent platforms like WordPress and Gravity Forms matters more than ever in the age of API limitations and AI volatility.

Important links

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  🌐 Gravity Forms

  
  

• 🔁 Gravity Flow

  
  

• 🧙 Gravity Wiz

  
  

• ✉️ Gravity SMTP