There’s a sandwich shop two blocks from my house. I have good bread, cheese and meat at home. I could make a sandwich just as good.

I DoorDash their sandwich anyway.

That one beautiful, lazy fact is why premium WordPress themes and plugins aren’t just going to survive the AI era, they’re going to thrive in it.

“But you can just build it yourself now!”

Yeah. I know. I spend 14+ hours a day with AI coding tools. I’ve vibe coded entire plugins from scratch. I’ve watched people go from zero to MVP in an afternoon with nothing but a prompt and a dream.

Most people still won’t do it. Not because they can’t. Because they don’t want to.

The “AI replaces everything” crowd confuses capability with desire. You can build a custom contact form with AI. You don’t want to burn your Tuesday doing it. You have a business to run. Kids to pick up. A life beyond border-radius values.

The ingredients are right there. You’re still going to DoorDash.

Time is the currency that never inflates

Time is more valuable than money for most people. Nobody in tech wants to admit it.

If a theme costs $99 and building one takes four hours, buying it can make sense when you value that time at more than $25 an hour.

There’s also the maintenance. The “why does this look weird on Safari” time. The “WordPress updated and now everything’s broken” time. The “I should make this accessible but have no idea how” time.

Premium products aren’t selling code. They’re selling time back to you. Always have been. AI doesn’t change that, it supercharges it.

The real opportunity: AI-native products

If you’re building premium themes and plugins and you’re not thinking about AI, you’re leaving absurd value on the table. The products that win won’t ignore AI or fear it. They’ll drink it like water.

Imagine a theme with an AI assistant you can talk to. “Make the hero section more playful.” “Add a testimonial carousel in my brand colors.” Done. No settings panel spelunking. No documentation rabbit holes.

Imagine a form plugin that optimizes conversion copy in real time. A WooCommerce theme that writes product descriptions from your photos. An SEO plugin that fixes problems while you sleep.

Someone should be shipping these today. If you’re a developer reading this, why not you?

We’re at the front edge of a new category: AI-native themes, AI-native plugins. Tools that don’t wait for you to configure them, tools that meet you where you are. This is the most exciting moment to build for WordPress in a decade.

You don’t have to be AI. You have to be AI-friendly.

A product may not need its own AI assistant. But I’d like it to play nice with AI tools.

Your customers will use AI whether you plan for it or not. They’ll paste your code into Claude and ask how to customize it. They’ll point Cursor at your plugin and say “make this do something different.” They’ll fill your content blocks with AI writing tools.

Products that make that experience smooth win. The rest get replaced.

What does AI-friendly look like? Clean, semantic markup an AI can reason about. Blocks that don’t fight the editor. Documentation written for the AI assistants increasingly reading it on behalf of humans. Hooks and filters that are clearly named. Code that follows WordPress conventions instead of inventing its own universe.

None of this is new, it’s what good developers have always done. AI just raised the stakes on both sides.

What people could pay for

Pre-AI, premium products sold design, functionality, and support. In the AI era, that stack evolves.

Design that adapts. Themes that adapt to the content and look right with your brand, your voice, out of the box.

Functionality that learns. Plugins that improve the more you use them. Forms that optimize themselves. Layouts that A/B test without you lifting a finger.

Support that finally scales. AI that understands your setup and your problem, not a chatbot linking to a generic FAQ. Real, contextual help that’s been economically impossible until now.

Curation that matters more than ever. When anyone can generate anything, knowing what’s good becomes the real skill. Premium developers become curators, taste-makers, quality filters.

In a world drowning in AI-generated everything, good design and selection can be worth paying for.

A letter to theme and plugin developers

I was teasing this post the other day, floating the sandwich analogy. A plugin developer responded: “Some plugins are operating at Michelin star level.”

That attitude is going to kill people.

What that response says: “AI is the cheap option and we’re the premium one.” It frames AI as fast food to your fine dining. Flattering. Feels good. Death sentence.

AI isn’t the sandwich or the Michelin star. AI is the kitchen, the knives, the stove, the prep station. Infrastructure every restaurant will run on. Bragging about Michelin star level while ignoring AI is a chef flexing knife skills while the building burns down.

“AI sucks and we rule” isn’t a strategy. It’s a eulogy you’re writing in advance.

Every month, the gap between what a solo creator can vibe code and what your “Michelin star” plugin does shrinks. Not because your plugin got worse, because everything else got better.

Products that don’t adapt may lose customers to ones that do work with AI, that do evolve.

I’d like to see more people try it.

So: “why would anyone buy my theme when they can vibe code one?”

For the same reason people buy sandwiches.

Not everyone wants to cook. Not everyone wants to code, even when it’s easy. Vibe coding is easy for people like me who live here every day. For the bakery owner in Milwaukee who just needs her site to look nice? Still a foreign language.

Your job was never to compete with the tools. Your job is to wield them.

Use AI to build faster, build better, try features that used to cost too much to build, and sell the result at a price customers are happy to pay.

This is your moment. Not your funeral. Embrace AI or watch from the sidelines while someone else builds what you were afraid to.

The sandwich economy

The market for premium WordPress themes and plugins is going to grow in the AI era. Not shrink. Grow.

AI lowers the floor. More people discover they can have a website that does legitimately cool stuff. Demand for polished, “just works” products rises, not falls.

More people building websites means more people who need themes. More who need themes means more who’d rather buy a great one than fumble through a mediocre one. The sandwich economy is undefeated.

People have always been able to make their own sandwiches. And yet, sandwich shops everywhere. Thriving.

Build the sandwich shop. Make it delicious. Let AI help you make it faster, weirder, more wonderful than anything you could’ve built alone.

Put soul in it. Put the kind of craft that makes someone stop scrolling and say “oh, I need that.”

People still need a reason to choose your product.

I think AI gives us more ways to make something worth paying for.