On May 7, 2025, Figma announced a suite of AI-powered tools aimed at revolutionizing marketing and design workflows, unveiled during its Config 2025 conference in San Francisco, introduces features like Figma Sites, Figma Make, and Figma Buzz, positioning the company to compete with creative giants like Canva and Adobe. However, as Figma doubles down on AI, questions arise about the balance between automation and creative control, as well as the broader implications for designers and marketers in an increasingly AI-driven landscape.
Figma Sites allows users to design and publish fully responsive websites directly within the platform. With AI assistance, designers can generate sites from prototypes, adding transitions, animations, and scroll effects via an editor that supports real-time collaboration. A content management system (CMS) for Figma Sites is also in the works, promising seamless content editing. Meanwhile, Figma Make focuses on ideation and prototyping, enabling users to create web applications from text prompts. This tool supports collaborative editing, with options to tweak designs or modify code directly, catering to both designers and developers. For marketers, Figma Buzz is a standout, offering a collaborative space to create and edit on-brand assets at scale. Marketers can leverage AI to generate images, adjust backgrounds, and produce assets in bulk using data from spreadsheets, all while working within brand-specific templates.
These tools come at a time when the global digital ad spend is projected to exceed $740 billion in 2025, per eMarketer, making efficiency in marketing asset creation more critical than ever. Figma’s AI features aim to streamline repetitive tasks—like generating realistic copy or removing image backgrounds—allowing marketers to focus on strategy and creativity. For designers, tools like Figma Draw, a new vector editing feature, provide advanced capabilities such as text on a path and multi-vector editing, reducing the need to export designs to external platforms like Illustrator. Figma also introduced a new “content seat” plan starting at $8 per month, granting access to Figma Buzz, Slides, FigJam, and Sites CMS, making these tools more accessible to smaller teams.
Yet, this push toward AI integration isn’t without risks. Figma’s previous AI feature, Make Design, was pulled in 2024 after users criticized the company for training the tool on existing apps, raising ethical concerns about data usage. While Figma now emphasizes that its generative features rely on third-party models and public community files—not private user data—skepticism persists. The design community has long valued originality, and there’s a growing fear that AI-generated outputs could homogenize creativity, especially if algorithms prioritize “safe” or trending designs over unique ones. Moreover, the automation of tasks like layer renaming or prototyping, while efficient, might reduce the hands-on skills that define a designer’s craft, potentially lowering the barrier to entry but also devaluing expertise.
For marketers, the implications are equally complex. Figma Buzz promises to streamline campaign asset creation, but the reliance on AI-generated content raises questions about authenticity. In an era where consumers crave genuine brand storytelling, over-automation could lead to generic outputs that fail to resonate. Additionally, the collaborative nature of these tools, while powerful, assumes a level of brand consistency that smaller teams might struggle to maintain without robust design systems in place. The introduction of AI also comes amid broader industry trends—competitors like Adobe have faced backlash over AI training data, and platforms like TikTok, which launched Pulse Core at NewFronts 2025, are similarly grappling with transparency in AI curation.
Figma’s latest release signals a bold step toward becoming a comprehensive product development platform, not just a design tool. But as AI continues to blur the lines between human creativity and machine efficiency, both designers and marketers must navigate a delicate balance. While these tools can undoubtedly accelerate workflows and democratize design, they also challenge the industry to redefine what creativity means in an AI-driven world. As Figma rolls out these features in beta, with plans to refine them based on user feedback, the coming months will reveal whether they empower innovation or risk commodifying the very crafts they aim to enhance.
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