Linktree Chief Executive Alex Zaccaria Talks New Features, Empowering Creators, More In Interview

Popular “link in bio” company Linktree this week has announced what it describes as “smarter design tools” and more in an effort “elevate” one’s landing page on the internet. The enhancements were detailed in a blog post published on Wednesday.

Linktree was founded in 2016 and today boasts more than 70 million users.

In the post, Linktree says its mission has always been, and always will be, to “make it simple for anyone, from creators and small businesses to nonprofits and global brands, to connect their audiences to everything they do online.” The company added it has “doubled down” on furthering its mission this year by launching various tools which help so-called “Linkers” earn money by selling digital goods, running affiliate programs, and using sponsored links. The “next step” launching today, Linktree says, is giving people a means to “design a Linktree that feels uniquely and beautifully you.”

“As the platform has grown, one thing has become clear across the entire industry: design can be a barrier,” Linktree wrote. “Many creators and businesses want to look professional online but don’t have the tools, time, or design background to make it happen. With this launch, Linktree is making high-quality design accessible to everyone, helping our community look polished, feel authentic, and stand out.”

Linktree’s headlining feature is powered by—what else?—artificial intelligence. Called “Enhance with AI,” the feature is characterized as “a new feature that provides an instant, personalized design makeover [by analyzing] a profile and suggests tailored updates like refreshed layouts, wallpapers, or color schemes, based on what’s working across top-performing Linktrees.” Linktree also notes Enhance with AI was built to offer recommendations which would help spur discovery and increased engagement. Relatedly, Linktree is using the tech to “restyle” profile images so as to “[allow] users to transform their photo into different artistic styles such as cartoon, sketch, or 3D.”

Elsewhere, Linktree is making link names easier to create by suggesting good ones, as well as enabling deeper integration with popular online design tool Canva so that everyone has access to what Linktree says are “professional-grade design tools.”

In a brief interview conducted via email earlier this week, Linktree co-founder and CEO Alex Zaccaria reiterated the high-level talking points shared in today’s announcement, saying his Melbourne-born company has “grown into a one-stop platform for creators, entrepreneurs, small businesses, and global brands.” Furthermore, he told me the enhancements announced today, as well as throughout 2025 thus far, is a true testament to “the commitment we’ve made to our community of more than 70 million Linkers to keep innovating on their behalf.” Amongst those tens of millions of users include celebrities such as Selena Gomez and wellness entrepreneur Kelsey Rose.

But Linktree has evolved into something more than a mere “link in bio” generator.

“You can design, monetize, and grow your audience all in one place,” Zaccaria said of Linktree’s raison d’être. “I like to think of us as a digital Swiss Army knife for creators and small businesses. Whether you are selling an online course, sharing your podcast, or running a seasonal promotion, Linktree is where it all comes together.”

When asked about the gravity of the day’s news, Zaccaria said it’s about instilling “confidence” in people. Linkers, he said, know their page is important because one’s Linktree oftentimes is “the first impression someone gets.” Linktree’s value proposition, Zaccaria added, lies in the reality “not everyone has the time, budget, or skills to be a designer.” In other words, Linktree makes linking more accessible.

“These new tools give them a way to instantly elevate their profile,” Zaccaria said.

Zaccaria pointed to a Sydney small business selling handmade ceramics. With the advent of Linktree’s tools, the owners are able to “make their Linktree look like a digital storefront in just a few clicks” rather than take time from their livelihood to moonlight as amateur web designers. “That is the kind of impact we are aiming for,” Zaccaria said.

Importantly, Zaccaria stressed Linktree’s use of AI isn’t a sign of the company hopping onto an increasingly crowded bandwagon. On the contrary, he emphasized Linktree isn’t using AI “for the sake of it” simply because it’s the technology du jour right now.

“AI, for us, is about removing friction and giving people a head start… it’s about giving Linkers time back,” Zaccaria said. “A musician doesn’t want to spend half an hour wondering which shade of green will look good with their album cover. They just want to share their new track. AI gets them to that point faster, then they can make it their own.”

From an accessibility perspective, Linktree’s emphasis on ease of use, as well as its embrace of AI as automation, is deeply resonant. Although Zaccaria comments convey Linktree’s essence as a conduit for convenience, the truth is the undertones of accessibility are undeniable. To wit, while it’s true the Average Jane or Joe isn’t a web developer, able to wrangle HTML and CSS code to make their sites exude creative intent, it’s also very true not everyone is able to build a website from the ground up. Maybe someone is neurodivergent and easily gets overwhelmed by complex interfaces and instructions on how to write HTML, for instance. Maybe someone has visual and/or fine-motor disabilities and can’t spend a lot of time scanning and clicking without fatigue setting in. Maybe someone’s cognitive abilities are simply not at the level to complete a potentially complex task such as building a blog, let alone write code for it. Especially with assists from AI, Linktree can make that more accessible by lessening much of the cognitive load and assuming the grunt work. At 30,000 feet, Linktree strikes me as similar to Squarespace, the sponsor darling of many podcasts I, and legions of other tech nerds, listen to every week. Instead of self-hosting a blog—which I’ve done before because I’m a nerd, but don’t recommend it—I built this very website on Squarespace precisely because, like Linktree, all the hard work is done for me. Yes, I linked my own domain name and added a few lines of custom CSS code with help from Google Gemini, but for the most part, I don’t want the hassle. To Zaccaria’s prior point, I’m not a web developer either. I’m a journalist, and time spent monkeying around my website is time better spent doing interviews, testing new products, and writing stories.

In terms of feedback, Zaccaria told me the early response to what’s being rolled out today has been “encouraging” for the team. Enthusiasm is high amongst high-profile users such as Cardi B, whom Zaccaria said “has already experimented with video backgrounds and heading options—which is great [proof] these updates resonate at the very top of the market.” Similarly, he noted Linktree’s creator partnerships team has heard creators are “excited to finally have more expressive and customizable design options” and are appreciative of how the new functionality is “a refreshing way to make their Linktree feel more uniquely their own.” The vibe check, as they say, is positive.

Looking towards the future, Zaccaria wants Linktree to “keep breaking down barriers.”

“Our mission has always been to help Linkers connect their audiences to everything they do online… I am especially excited about the role creators are playing as the storefronts of the future,” he said of pondering Linktree’s future. “They are driving billions in sales and shaping culture in ways that traditional advertising never could. My hope is that Linktree continues to be the place where that creativity and commerce come together, and that we keep finding ways to make it easier for Linkers to thrive.”