Design software startup Figma is rolling out new products and AI upgrades that aim to make the company a one-stop creative ecosystem for taking projects from concept to execution without any third-party apps. At its flagship Figma Config event in San Francisco, the company introduced new products for branded marketing, digital illustration, website building and AI coding, all designed to compete with leaders in the field. “In a world where software is growing exponentially, design is a differentiator that will make great companies and products stand out,” said Figma CEO and co-founder Dylan Field.

“AI-powered site and web app creation, a way for marketers to create assets in bulk, and a new drawing tool,” is how TechCrunch summarized Figma’s new products. With this portfolio expansion, Figma “is taking on other creative solutions such as Canva and Adobe, along with AI-powered website and prototype creators such as WordPress, Wix, Hostinger, and Replit.”

As detailed in a company announcement, Figma’s new releases include:

• Figma Make: An AI-powered prompt-to-code tool that turns written descriptions or existing designs into working prototypes or apps.
• Figma Sites: Uses code and AI to let designers build and publish dynamic websites with limitless customizations.
• Figma Draw: Enhanced vector editing and illustration features within Figma Design.
• Figma Buzz: Lets brand and marketing teams create consistent visual assets at scale, featuring built-in AI capabilities.
• Grid: Creates responsive layouts that adapt to designs and generate CSS code in Dev Mode for smoother design-to-dev handoff.

The company implemented enhanced AI capabilities across the board, including for existing products Figma Design, Dev Mode, Figma Slide and the FigJam virtual whiteboard. Upgrades consist of advanced image generation and editing, and “auto-suggest” to speed workflows with contextual cues.

CNBC calls Figma Make part of a “vibe-coding” app movement that includes Cursor and Windsurf (and may eventually include Apple).

These new developments see Figma “aiming to fill in any gaps holding [it] back from being an all-in-one platform that supports the entire product design lifecycle,” The Verge writes, noting that in the past Figma products were used to ideate and prototype, but creatives and developers then had to segue to other products for operational results.

Launched in 2012, Figma offers competitive pricing (with a free plan for students and educators) on par with Canva (and cheaper than Adobe, which tried to buy the company in 2022).

Figma’s next event is planned for London on May 14.