Figma vs Wix

Figma and Wix both serve the design space, but they target different segments of the market and solve fundamentally different problems. Figma positions as a enterprise-tier solution, while Wix aims at the startup segment.

Figma: Collaborate on design with AI-powered features built in — Figma's AI assists with layouts and prototyping inside the tool your team already uses.

Wix: Build websites with AI-generated layouts and content — Wix handles site creation from prompt to publish without code or a web developer.

In our 9-dimension evaluation, Figma scores 7.8/100 and Wix scores 7/100. The scores are close, reflecting that both tools deliver genuine value — the right choice depends on your specific use case and team context.

Figma's key advantage: AI-powered Buzz for campaign asset generation, Figma Sites for design-to-web, and Make for prototyping.

Wix's key advantage: AI generates entire websites from descriptions.

Our take on Figma: If your design team is in Figma (and they probably are), the AI features are a natural upgrade. Don't switch to Figma just for AI.

Our take on Wix: The easiest path to a website. AI site generation is impressive for getting started. Less control than Webflow for custom designs.

Choose Figma if your team focuses on enterprise marketing teams needing design at scale, if your design team is in figma (and they probably are), the ai features are a natural upgrade. Choose Wix if you prioritize small teams and startups needing affordable design tools, the easiest path to a website.

Watch out: Figma — Don't switch to Figma just for AI.. Wix — Less control than Webflow for custom designs..