On the occasion of its annual Config conference, the platform announced a series of innovations that, put together, redefine the place that Figma wishes to occupy in the digital ecosystem.
Design, development, collaboration, AI, content... What was still only a modeling tool in 2018 is now emerging as a 360° creation platform, with an assumed ambition: to combine design, production and iteration in a single space.
Behind the effects of the announcement, a strong signal: The digital value chain is refocusing on design tools. And a question comes up again and again:
“Is Figma killing Webflow?”
Spoiler: no. But the balance is in the process of changing.
Figma Sites: from prototype to online launch
A new frontier for design
It is undoubtedly The most commented announcement of this Config 2025 : the possibility, via Figma Sites, to directly transform a Figma model into a responsive, publishable website without leaving the interface.
It's no longer prototyping. It's from the easy online publishing, in a logic of “what you design is what you deploy”.
Figma introduces a set of functionalities that blur the border between design and integration:
- One responsive grid system more flexible, based on native CSS behaviors
- The direct export of interactions and animations defined in Figma
- One Start of integrated CMS, to manage dynamic content (still limited to date)
- La possibility to add custom code, in a logic of extensible components
- And above all: a direct line, without using Webflow, Framer, or a developer
For simple projects, yes. For serious projects, not yet.
In the short term, this approach can meet many use cases: portfolio, landing page, product page, MVP...
But as soon as expectations rise (SEO, performance, conditional logic, accessibility, analytics, custom hosting...), the platform quickly shows its limits.
No customizable semantic tags, no automatically generated sitemap, no fine management of roles or redirections: for structured projects, Figma Sites remains a promising beta but still far from professional standards.
Figma Make: integrated AI as a design co-pilot
Less friction, more clarity
With Figma Make, AI is not replacing designers. She's coming support their process, reduce the time spent on repetitive tasks and speed up the transition from intention to execution.
In concrete uses:
- Generate UI components from a simple text prompt
- Create animated interactions without writing a line of code
- Get HTML/CSS structure suggestions from a mockup
- Automatically adapt blocks to all screen formats
But again, there is one condition: that the prompt be clear. That the request is well framed.
An AI can't guess what you need. It structures it when it is already thought out.
That's exactly what we were talking about in our article on the AI prompt : a prompt is an interface between intent and execution. And the clarity of this prompt is strategic competence that makes all the difference.
A complete suite: Draw, Buzz, Slides... and tomorrow?
Design becomes the central production space
Figma does not stop at the design > site channel.
It is expanding its scope to other professions, with a horizontal logic that recalls the beginnings of Adobe's Creative Suite:
- Figma Draw : a complete vector drawing tool, designed to compete Illustrator, Brushes, vector warp, curves, effects... the interface is being strengthened to seduce graphic designers.
- Figma Buzz : a space dedicated to marketing teams to quickly develop visuals (social networks, banners, campaigns). The AI generates variants, the templates are branded, and consistency is maintained.
- Figma Slides : a collaborative presentation tool integrated into the Figma ecosystem, halfway between Google Slides and Pitch.
All of this shows one thing: Figma No longer wants to be a tool. Figma wants to be The platform.
Will Figma replace Webflow?
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What Figma doesn't do (yet)
You have to get out of the fantasy. Figma Sites does not kill Webflow, for a simple reason: the use cases are not the same.
Figma Sites does not (or not yet) offer the key elements of a site designed for acquisition, conversion, scalability:
- One Advanced CMS, structured, connectable to external databases
- One class logic, clean code, responsive pixel-perfect
- Of technical optimizations for SEO (tags, sitemap, canonical...)
- One accessibility management, performances, third-party integrations
- And above all, a low-code approach which allows you to go very far in business logic
Where Figma can make a difference
But it must be recognized that for simple or internal projects, Figma Sites is incredibly effective.
It is a tool perfectly suited to:
- Build a portfolio quickly
- Launch a landing page for a campaign
- Prototype a product without depending on a developer
- Put an MVP online in a few hours
And that's where the market is moving: the test phase, ad hoc communication, or side project phase can now happen entirely in Figma.
What's changing for agencies (and for us)
Two markets, two postures
Now we can see a real polarization of the market :
- Simple projects (speed, immediate visibility, design-first autonomy) are gradually migrating to tools like Figma Sites.
- Structured, business-oriented projects, still require a level of expertise that goes well beyond what Figma offers today.
This is where our agency is positioned.
We don't do “design-to-page.”
We support strategic redesigns, conversion paths, complex architectures and sites that serve clear goals : SEO, brand image, lead generation, differentiation.
AI does not replace the job. It makes it more demanding.
And what Figma is making visible is a profound trend: design autonomy is becoming a norm.
It is up to us, agencies, to take a step up, to be more strategic, more rigorous, more differentiating...
An AI that reinforces clarity, not that replaces the job
Figma Make is a good reminder of what we wrote a few weeks ago: AI, a co-pilot not an autopilot.
Formulating a request, setting up a structure, expressing a clear intention: this is what turns a tool into a lever.
AI doesn't “do” anything without it. But she boosts which is already well thought out.
A good prompt, like a good brief, is no substitute for competence. He expresses it. And in this Config 2025, It is not the AI that is powerful.
It is the person who knows how to use it.
Conclusion: Figma 2025, a turning point without fracture
No Figma does not kill Webflow but Figma makes things change. Design no longer stops at the model. It becomes the central space for creation, from the idea to the online release. For designers, it's an opportunity. For agencies, it's a reminder: value is no longer at stake in execution but in strategy.
At Noqode, we design Webflow sites that translate a vision, support a marketing ambition and generate concrete results.
Our job is to align design, performance and growth.
👉 Are you thinking about a redesign or a site with higher added value? Contact us here →
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