The Future of Design Just Got Smarter—But at What Cost?
In a move that’s set to shake up the creative industry, design powerhouse Figma (https://www.figma.com/) has teamed up with Google to integrate Gemini AI into its platform. But here’s where it gets controversial: while this partnership promises to revolutionize how designers work, it also raises questions about exclusivity and the race for AI dominance. Let’s dive in.
Figma, already a favorite among designers for its collaborative tools, is taking a giant leap forward by embedding Google’s Gemini AI models into its ecosystem. This isn’t Figma’s first foray into AI—they’ve previously launched their own app-building tools (https://www.figma.com/make/). But this new collaboration is a game-changer. Gemini 2.5 Flash, Gemini 2.0, and Imagen 4 will now be part of Figma’s toolkit, offering designers unprecedented capabilities in image editing and generation. For instance, users can create AI-generated images with simple prompts and tweak them on the fly—a feature that Figma claims reduces latency by 50% for its ‘Make Image’ tool. Imagine cutting your design time in half! And this is the part most people miss: with 13 million monthly active users, Figma is positioning itself as a frontrunner in AI-driven design, but it’s not an exclusive deal. Figma was also listed among the apps integrated into OpenAI’s ChatGPT, signaling a broader strategy to stay ahead in the AI arms race.
Why Does This Matter?
This partnership comes at a critical time. AI companies are scrambling to embed their models into popular apps to win over users. OpenAI, for example, recently announced (https://techcrunch.com/2025/10/06/openai-launches-apps-inside-of-chatgpt/) that ChatGPT users can now interact with apps from Spotify, Canva, and even Figma. Meanwhile, Google’s Gemini Enterprise (https://blog.google/products/google-cloud/gemini-enterprise-sundar-pichai/) is targeting businesses, allowing employees to chat with company documents and data seamlessly. Google’s pitch? AI isn’t just a gimmick—it’s a workflow revolution. But with consumers driving AI profits (https://www.bloomberg.com/opinion/articles/2025-09-09/ai-s-path-to-profits-is-being-driven-by-consumers) and many corporate AI pilots failing (https://fortune.com/2025/08/18/mit-report-95-percent-generative-ai-pilots-at-companies-failing-cfo/), is this a winning strategy? Google seems to think so, citing that 65% of its Cloud customers already use its AI products.
The Bigger Picture
Figma’s deal with Google isn’t an isolated event. Google also announced AI partnerships with giants like GAP, Mercedes, and Virgin Voyages (https://cloud.google.com/blog/products/ai-machine-learning/introducing-gemini-enterprise), joining existing clients such as Deloitte and Deutsche Telekom. This expansion highlights Google’s ambition to dominate enterprise AI, but it also sparks a debate: Are we moving too fast without fully understanding the implications? As AI becomes more integrated into our tools, who controls the creative process—the designer or the algorithm?
What Do You Think?
Is Figma’s integration of Gemini AI a leap forward or a step into uncharted territory? Are we ready for AI to reshape how we design, or are we risking losing the human touch? Let us know in the comments—we’d love to hear your thoughts!
About the Author: Sarah has been a TechCrunch reporter since 2011, bringing her expertise from I.T. roles in banking, retail, and software. Reach her at sarahp@techcrunch.com or via Signal at sarahperez.01. View Bio.
