What if the next big leap in digital design wasn’t a tool but the workflow itself?

At Config 2025, Figma didn’t just launch new features. It reshaped its identity.

No longer positioned as a lightweight alternative to Adobe, Figma is now carving out its own territory not in graphic design, but in the full-stack creation of digital products. From drawing ideas to building sites and shipping apps, Figma’s new tools suggest a long-term strategy: to become the default environment where UX designers, web developers, product managers, and content teams actually work together, live, and at scale.

Figma no longer mimics Adobe it’s defining a new space where designing, building, and shipping digital products all happen in one place.

Figma Make

AI-assisted UI generation. Type a prompt like “music app with a spinning disc,” and it generates wireframes. Powered by Claude 3.7. Still in beta.

https://www.figma.com/blog/introducing-figma-make/

Figma Sites

Drag-and-drop responsive websites, directly from your designs. Hosting, CMS (soon), AI layout suggestions, and even code-level control—all inside Figma.

https://www.figma.com/blog/introducing-figma-sites/

Figma Draw

Freeform drawing and vector editing tool with shape assistance, brushes, and even hand-drawn simulation. Sketching meets precision.

https://www.figma.com/blog/introducing-figma-draw/

Figma Buzz

A brand content tool for marketing teams. Think: auto-generating social assets from spreadsheets, in bulk, on brand. It’s built for scale, not creativity.

AI Upgrades

Everywhere. From visual generation to auto-layouts, Figma is clearly embedding AI across the stack—but keeping human control at the center.

What It Means for Designers

This is not a collection of “cool features.”

This is an ecosystem shift.

Figma is betting on workflow consolidation. Instead of exporting to dev tools, bouncing between CMSes, or rebuilding in Webflow—designers may now stay in Figma from idea to launch. It’s closer to Notion-meets-Visual Studio than anything Adobe offers.

That’s why Figma isn’t competing with Adobe anymore. It’s building a new category—the operational layer for digital product teams.