Figma's Weave Workflow Lab Shows Where AI Fits in a Campaign Pipeline

Figma published a Workflow Lab on 1 October showing how to go from a design system to campaign collateral in Weave. The steps are concrete: copy frames from Figma Design, use Image Describer and Color Palette nodes to document the visual language, apply a Gen Effect node to exhibition photographs, place the results in design frames, localise copy with Any LLM nodes, then review in FigJam.

The Gen Effect node is the novel piece. You describe the effect you want in plain language, such as a shift in colour grading and a hazy blur, and Weave applies it. Figma is honest that the result is specific to your campaign, since it varies slightly with each run.

What we like is the division of labour. The tool analyses and applies, but a person still writes the rules, picks the source photographs and judges the output. That is the right place for AI in a branded pipeline: repeatable treatment of approved material.

The risk is consistency. A variable effect is fine for one campaign and awkward across a year of them, so lock the settings you like and record them as part of the brand guidelines.

Figma's article does not mention pricing or access limits, so check before building a client process on it.