Figma just announced Figma Sites: the ability (on paper) to publish your design directly from your Figma file.
And that’s only one of the announcements from this 2025 Config. Since then, social media has been on fire: Figma has “killed” many competing companies.
After a few hours of sleep to digest everything, our take is more measured: Yes, Figma has positioned itself. But the road ahead is still long…
Config 2025 Announcements
1.1 Grid
One of the most important properties of the web (CSS) is now available in Figma. A feature that makes sense, as grids are widely used in web design.
Until now, Figma’s layout system was mostly limited to auto-layouts — efficient, but with a logic specific to each designer, which could become a headache to set up. Grid now standardizes and simplifies the use of complex layouts, similar to those used in CSS.
This new feature brings Figma even closer to the technical side of development, by replicating the responsive layout behavior of the web. No doubt, a key foundation for what comes next… Figma Sites!
1.2 Figma Sites
Turning a Figma design into a responsive website, in one click — it’s been a long-awaited feature among designers. And that day seems to have arrived.
Figma just announced Figma Sites: the ability (on paper) to publish your design directly from your Figma file. The line between design and development is becoming thinner and thinner. Among the major features announced in this new product:
- Responsive Design: grids and breakpoints let you manage layouts across multiple devices without duplicating frames. A “cascading responsive” logic lets you tailor content and layout for each screen.
- Component Integration: using the same logic as Figma components and variants, Figma Sites components help maintain consistency across pages and simplify updates.
- Prototypes come to life: Figma’s interactions become fully usable on live websites! Bonus: Figma includes a library of web-ready animations.
- Custom Code: you can add more advanced features by combining Figma Sites with Figma Make.
- Integrated CMS: coming soon… it’ll allow you to add and manage dynamic content directly in your site.
1.3 Figma Make
An AI assistant directly built into the design interface (development too? 😉)
A “vibe-…” logic that’s super well integrated, similar to Lovable: you describe what you want, and AI generates the component, animation, or code.
Figma Make has a broad scope, but some of the first features include:
- Generate UI components with a simple prompt
- Add animations and interactions to Figma Sites
- Convert a Figma design into code
We’re moving from a web design tool to a true AI-powered co-creation experience.
The potential here is huge — definitely something to watch closely.
1.4 Figma Buzz
Figma Buzz is where designers and marketers finally meet.
This tool is clearly designed to:
- Maintain consistency across marketing and communication visuals
- Speed up content production
Key features include:
- Customizable templates for social posts, ads, events, and more
- A simplified interface for marketing teams, so they can easily edit their visuals without needing designers
- Bulk editing to generate variants fast
- AI to help generate visuals from simple prompts
Definitely something that could… Buzz!
1.5 Figma Draw
Is it time for Illustrator to make way for Figma Draw?
Until now, vector design in Figma was… limited. A few basic shapes, a decent pen tool, but nothing that really excited graphic designers.
Figma Draw transforms the app into a real vector illustration tool, with features like:
- Drawing toolbar: vector brushes, dynamic strokes, pens, custom brushes…
- Visual effects: texture, noise, gradient blur, pattern fills — everything you need without leaving Figma
- Curved text: write along paths or shapes
- Graphic-style tools: shape builder, lasso, vector warp, advanced transforms
- Optimized layers panel: better navigation, especially for complex visual compositions
- Interface built for creative flow: quick access to essentials, visual sliders, live previews
A set of features that should finally reduce the back-and-forth between Illustrator and Figma!
So… Websites, AI, Marketing Design, and Graphics… Figma is becoming a true 360° platform.
→ But can it really compete with the specialists?
Figma is becoming a 360° tool
Following the announcements, X went wild. Some even claimed that Figma had “killed” several competing companies.
Our take is more measured. Figma has positioned itself, sure. But the road is still long…
2.1 Will Figma Sites replace Webflow? Framer?
From a product standpoint, Figma is making interesting decisions for the future:
- A design-to-website (HTML/CSS) flow fully managed from a single platform
- Automatically generated responsive layouts
- An integrated CMS
- An ultra-intuitive way to add pre-built animations
- Layers of custom code
- An AI assistant built right into the builder
But to truly be usable for professional site creation, some features still need to be tested — especially at scale:
- CMS capabilities
- Roles and permissions management
- Live site performance (SEO, loading speed, etc.)
And many features are still missing (Localization, Members Area, etc.) — a reminder that the road is still long, and Figma Sites is still just a beta version. To watch closely over the next 2–3 years.
2.2 The challenge of doing everything well
With these announcements, Figma is massively expanding its scope. But by going horizontal, the tool now tries to cover many areas — design, development, marketing, illustration — in competition with specialists like Webflow and others.
This positioning reminds us of Adobe. Which, in trying to do it all… hasn’t exactly aged well.
But Yes, this roadmap helps explain why Adobe wanted to acquire Figma a few years ago. But we’re staying cautious. The quality, adoption, and real-life usage of the announced (beta) tools will be something to watch very closely.
Figma is still "only" a tool
And Dylan Field’s opening keynote was a good reminder: in the end, AI, no-code, and everything else — they’re just tools. What matters is our experience, our critical thinking, and our ability to use them wisely.
“Design is not just a step in the process, but rather is now the process itself. Design is more than just pushing pixels.
Design is leading with curiosity. It’s asking and re-asking “what if” It’s obsessing over the details. It’s chasing a feeling and it’s pushing what’s possible.”
“In a world where AI makes it easier than ever to build software, design is becoming more essential and more powerful. Its craft, its quality, its point of view that makes a product stand out and be loved.”
Final thoughts – our agency’s take
On paper, Figma’s product direction is solid and responds to real web use cases. We’ll definitely be keeping a close eye on all of this in the coming months and testing the rollout of these new beta features.
As for our agency’s core business — building websites — Figma Sites seems like it could replace a tool like Framer. But Webflow still keeps a strong lead when it comes to advanced features for professional web creation.
