In a bold move that signals a major pivot in the creative software landscape, Figma announced a dramatic growth to its platform with the addition of four new AI tools aimed at eliminating the need for third-party applications and reimagining how digital products are constructed. Announced at Config 2025 in San Francisco, the rollout includes Figma Sites, Figma Make, Figma Buzz, and Figma Draw which is a part of Figma’s most aggressive attempts to position itself as an all-in-one design-to-deployment ecosystem.

AI Pamphlets the Work Design Playbook

The announcement’s centerpiece is Figma Sites, which captures web design by allowing users to convert rendered prototypes into live websites using no-code AI. With dynamic animations, scroll effects, and CMS integration on the way, web publishing can be completed without leaving the Figma environment. Add bot-assisted code generation, and Wix and WordPress, which are aggressively expanding AI, and you have an emerging pattern of release bottleneck reduction these days.

With Figma Make, prototyping has received the conversational AI treatment. Users can give prompts for app designs to Claude’s 3.7 model AI and receive dynamic anticipatory renders vis-à-vis natural speech. Copyists and Gemini have provided similar features to programmers, but Figma is pioneering visual-first workflows that allow designers to collaborate and build working user interfaces without coding. This is seen as an immediate response to Replit and Canva’s interactive design tools.

Buzz And Draw Cement Figma’s Enterprise Strategy

Figma Buzz positions marketers in a unique AI-driven asset monetization space where brand-compliant content can be generated at scale alongside bulk data from spreadsheets, competing directly with Canva and Adobe Express.  Figma Draw simultaneously erodes vector-editing bliss, with Adobe Illustrator defending its last castle and Figma Draw enhancing vector editing within Figma.  These tools enable cross-functional teams to self-serve across design, marketing, and publishing functions using a single subscription.

Over 85% of Figma’s user base is international and 30% are developers, making the platform a de facto standard for collaborative product development. However, analysts warn that seamless AI integration and market education will be critical to success. As Adobe struggles with regulatory hurdles impeding its Figma acquisition, it faces a new competitor backed by best-in-class collaboration and a future-ready AI strategy. The question now is not whether Figma will compete, but whether it will lead.