Figma Inc. (FIG): Config: AI products likely drive a product cycle; the key will be whether monetization successfully addresses the AI bear case

Research evidence excerpt

Figma Inc. (FIG): Config: AI products likely drive a product cycle; the key will be whether monetization successfully addresses the AI bear case

Goldman Sachs Figma Inc. (FIG)

monetization across the AI product set. In our view, there is room for Figma to be

more clear on its gross margin framework, which would help investors better

forecast the impact of AI.

o At the same time, Figma is investing in model flexibility to mitigate cost

pressures, similar to peers (see our prior takeaways). Figma is investing in

model flexibility across open weight and first party models, alongside dynamic

model switching to manage inference costs. While these efforts create a

credible path to improved unit economics, they are unlikely to fully offset near

term usage driven pressure.

5. Seat count and growth remains largely resilient, despite investor concerns

around AI driven seat compression. While investors have expressed fears that the

lower cost of code will drive seat erosion across designers and developers, customer

conversations point to stable to modestly growing seat expansion, supported by

increasing role convergence across product development workflows. We see AI

driven capabilities such as Make, Code Layers, and Motion to also broaden the set of

addressable users, pulling in adjacent personas including marketers and motion

designers who are increasingly collaborating within the same canvas.

o Monetization is uneven today, but workflow consolidation supports a path to

expansion. While Figma is widely adopted across organizations, monetization

across personas is still catching up, with many non core users (e.g., marketers)

remaining on lower value collaboration seats. This dynamic reflects a gap

between engagement and paid conversion. Over time, as workflows become