Multinationals Keep Figma Adobe Canva

This shows creative software budgets inside big companies are splitting by workflow, not consolidating into one winner. Figma owns product design and design system collaboration, Adobe stays embedded for pixel editing, video, and other specialist creative work, and Canva spreads through marketing, presentations, and quick everyday content. In practice, different teams buy the tool that best fits the job, then keep the others because the overlap is only partial.

• Figma did not fully replace Creative Cloud, it mainly replaced XD and parts of Illustrator in software design workflows. Teams still need Photoshop, Premiere, and After Effects for image and video work, which is why companies keep paying Adobe even after standardizing designers on Figma.
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• Canva lands in a different part of the org. Product managers, marketers, and other non designers use it to make slides, social posts, simple videos, and templates, while product designers stay in Figma. One Canva interview estimated only about 20% overlap with Figma use cases.
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• The buying motion also differs by team. Figma spreads from designers outward as engineers and PMs join shared files and FigJam boards. Canva spreads through broad self serve use across departments, then sells admin controls, SSO, and larger contracts once many teams are already active.
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The next phase is broader creative stack layering inside the enterprise. Figma is expanding beyond core design, Canva is pushing deeper into enterprise wide visual work, and Adobe remains the specialist backbone. That points to larger total software spend per multinational, with competition shifting from tool replacement toward owning more seats and more daily workflows.