As design firm Figma rolls out its first major AI upgrade for its platform, CEO and co-founder Dylan Field is taking no chances with customers amid steep AI adoption and demand curves and consumer hype. Figma is paying the cost of the AI upgrade for now instead of attempting to charge customers.
“We’re gonna eat the cost for 2024, because we don’t know how people are going to use the features yet. We don’t know how many of you will care, we don’t know how good they get,” Field said in an interview with CNBC’s Deirdre Bosa on Thursday speaking from the company’s Config conference. “Watch what the usage is in the beta, see what the costs are, and then you can go from there in terms of figuring out where pricing should be.”
Figma’s UI3 redesign, released in limited beta on June 26 with a waitlist for additional users, includes a new toolbox called “Figma AI.”
Roughly six months after antitrust scrutiny forced Adobe to call off its acquisition of Figma, the redesign that widely integrates AI functionality is another competitive wedge in a battle with Adobe and the other highly valued design startup, Canva, which has been moving more into the enterprise market, with a valuation around $25 million.
The fast growth of Figma’s all-in-one product design functions accessed over a browser has become competitive with Adobe’s lineup. This core innovation by Figma, akin to how Google Docs are shared and revised, takes the place of designers working in silos on desktop apps while struggling to keep track of various file versions. Canva, known for its easy-to-use software tools, continues to scale up, going after business accounts, integrating AI, and competing more aggressively with Adobe.
In a blog post this week, Figma stressed a focus on technology that meets user needs what users need, rather than tossing out trendy ideas, including AI implementations, like chat box functions. “There’s a risk of these features feeling tacked on and distracting from what matters,” a group of top executives at the company wrote.
“What we care about is making sure we’re not just sprinkling AI fairy dust on top but rather really baking AI functionality into the product in order to make a designer’s life better,” Field told CNBC.
More coverage of the 2024 CNBC Disruptor 50
“It definitely feels like a race to me,” Field said, referencing the AI model industry, whose customers include web companies rapidly adopting AI features. Adoption of the most consumer-desired AI features to beat out similar companies for market share may also be a race, he said. Figma is feeling the AI heat.
“It’s all about, as an individual company, how do we build for our audience, which is people making products,” Field said.
In June, Adobe shares surged the most since the Covid bull market of 2020 after better-than-expected financial results and the integration of AI into its product, Firefly, and its Enterprise business platform.
“The only thing constant is change,” Field told CNBC. As the large language models from Amazon and Microsoft-backed OpenAI, among others including Meta, get faster, “prices are decreasing,” he added.
Figma’s UI3 incorporates various generative AI features to streamline and standardize creative processes from page and app ideation through execution. Typing in directives for a page can generate aesthetics and prompt design ideas. It also streamlined design for Figjam, its original AI-powered workspace that generates agendas and allows for web design teamwork. A new product called “Figma Slides” is a potential competitor to Google Slides and Canva. Figma’s design tools are embedded in enterprise offerings from companies including Google and Oracle.
The AI competition is another step on the path to a potential IPO for Figma after the thwarted Adobe deal. In May, Figma announced a tender offer to allow current and former employees to sell shares at a $12.5 billion valuation, with the valuation up 25% from a 2021 fundraising but well below Adobe’s $20 billion acquisition offer. Canva also recently completed a transaction to allow early employees and investors to cash out at a $26 billion valuation — well below its peak private value of $40 billion. Like Figma, it’s also a highly anticipated IPO candidate.
“Either it’s M&A or IPO and we tried one of those, so you can probably guess as to the one that will be in our future,” Field said.
Sign up for our weekly, original newsletter that goes beyond the annual Disruptor 50 list, offering a closer look at list-making companies and their innovative founders.
Mark Zuckerberg, chief executive officer of Meta Platforms Inc., wears a pair of Meta Ray-Ban Display AI glasses during the Meta Connect event in Menlo Park, California, US, on Wednesday, Sept. 17, 2025.
David Paul Morris | Bloomberg | Getty Images
When it comes to the new $799 Meta Ray-Ban Display glasses, it’s the device’s accompanying fuzzy, gray wristband that truly dazzles.
I was able to try out Meta’s next-generation smart glasses that the social media company announced Wednesday at its annual Connect event. These are the first glasses that Meta sells to consumers with a built-in display, marking an important step for the company as it works toward CEO Mark Zuckerberg’s vision of having headsets and glasses overtake smartphones as people’s preferred form of computing.
The display on the new glasses, though, is still quite simplistic. Last year at Connect, Meta unveiled its Orion glasses, which are a prototype capable of overlaying complex 3D visuals onto the physical world. Those glasses were thick, required a computing puck and were built for demo purposes only.
The Meta Ray-Ban Display, however, is going on sale to the public, starting in the U.S. on Sept. 30.
Though the new glasses include just a small digital display in their right lens, that screen enables unique visual functions, like reading messages, seeing photo previews and reading live captions while having a conversation with someone.
Controlling the device requires putting on its EMG sensor wristband that detects the electrical signals generated by a person’s body so they can control the glasses via hand gestures. Putting it on was just like strapping on a watch, except for the small, electric jolt I felt when it activated. It wasn’t as much of a shock as you feel taking clothes out of the dryer, but it was noticeable.
Donning the new glasses was less shocking, until I had them on and saw the little display emerge, just below my right cheek. The display is like a miniaturized smartphone screen but translucent so as to not obscure real-world objects.
Despite being a high-resolution display, the icons weren’t always clear when contrasted with my real-world field of view, causing the letters to appear a bit murky. These visuals aren’t meant to wrap around your head in crystal-clear fidelity, but are there for you to perform simple actions, like activating the glasses’ camera and glancing at the songs on Spotify. It’s more utility than entertainment.
The Meta Ray-Ban Display AI glasses with the Meta Neural Band wristband at Meta headquarters in Menlo Park, California, US, on Tuesday, Sept. 16, 2025.
David Paul Morris | Bloomberg | Getty Images
I had the most fun trying to perform hand gestures to navigate the display and open apps. By clenching my fist and swiping my thumb on the surface of my pointer finger, I was able to scroll through the apps like I was using a touchpad.
It took me several attempts at first to open the camera app through pinching my index finger and thumb together, and when the app wouldn’t activate I would find myself pinching twice, mimicking the double clicking of a mouse on a computer. But whereas using a mouse is second nature to me, I learned I have subpar pinching skills that lack the correct cadence and timing required to consistently open the app.
It was a bit strange and amusing to see people in front of me while I continuously pinched my fingers to interact with the screen. I felt like I was reenacting an infamous comedy scene from the TV show “The Kids in The Hall” in which a misanthrope watches people from afar while pinching his fingers and saying, “I’m crushing your head, I’m crushing your head!”
With the camera app finally opened, the display showed what I was looking at in front of me, giving me a preview of how my photos and videos would turn out. It was like having my own personal picture-in-picture feature like you would on a TV.
I found myself experiencing some cognitive dissonance at times as my eyes were constantly figuring out what to focus on due to the display always sitting just outside the center of my field of view. If you’ve ever taken a vision test that involves identifying when you see squiggly lines appearing in your periphery, you have a sense of what I was feeling.
Besides pinching, the Meta Ray-Ban Display glasses can also be controlled using the Meta AI voice assistant, just as users can with the device’s predecessors.
When I took a photo of some of the paintings decorating the demo room’s halls, I was told by support staff to ask Meta AI to explain to me what I was looking at. Presumably, Meta AI would have told me I was looking at various paintings from the Bauhaus art movement, but the digital assistant never activated correctly before I was escorted to another part of the demo.
I could see the Meta Ray-Ban Display’s live captions feature being helpful in noisy situations, as it successfully picked up the voice of the demo’s tour guide while dance music from the Connect event blared in the background. When he said “Let’s all head to the next room,” I saw his words appear in the display like closed-captions on a TV show.
But ultimately, I was most drawn to the wristband, particularly when I listened to some music with the glasses via Spotify. By rotating my thumb and index finger as if I was turning an invisible stereo knob, I was able to adjust the volume, an expectedly delightful experience.
It was this neural wristband that really drilled into my brain how much cutting-edge technology has been crammed into the new Meta Ray-Ban Display glasses. And while the device’s high price may turn off consumers, the glasses are novel enough to potentially attract developers seeking more computing platforms to build apps for.
Navan, the business travel, payments, and expense management startup, filed on Friday afternoon to go public.
Its S-1 filing with the Securities and Exchange Commission indicates that the company plans to list on the Nasdaq Global Select Market under the symbol “NAVN.”
Navan reported trailing 12-month revenue of $613 million (up 32%) across over 10,000 customers, and gross bookings of $7.6 billion (up 34%), according to the S-1 filing.
Goldman Sachs and Citigroup will act as lead book-running managers for the proposed offering.
Navan ranked No. 39 on this year’s CNBC Disruptor 50 list, and also made the 2024 list.
The IPO market has bounced back this year, with deal activity up 56% across 156 deals (roughly 200 IPO filings in all) and $30 billion in proceeds, up over 23% year over year, according to IPO tracker Renaissance Capital. It has been the best year for IPOs since 2021, though still far below the Covid offering boom years, when over $142 billion (2021) and $78 billion (2020) was raised by IPOs.
This year’s deal flow has been highlighted by hot AI names like Coreweave, as well as some of the startup world’s most highly valued firms from the past decade, such as fintech Klarna and design firm Figma, crypto companies Circle, Bullish and Gemini, and some long-awaited IPO candidates finally hitting the market, such as Stubhub this week, though its shares have slumped since the first day of trading. Top Amazon reseller Pattern went public on Friday.
Launched by CEO Ariel Cohen and co-founder Ilan Twig in 2015, Navan set out to disrupt a business travel sector where incumbents relied on clunky legacy tools and fragmented workflows.
The Palo Alto-based company, formerly called TripActions, refers to itself as an “all-in-one super app” for corporate travel and expenses.
Customers include Unilever, Adobe, Christie’s, Blue Origin and Geico.
It has also been pushing further into AI, with a virtual assistant named Ava handling approximately 50% of user interactions during the six months ended July 31, according to the filing, and a proprietary AI framework called Navan Cognition supporting its platform, as well as proprietary cloud infrastructure.
“We built Navan for the road warriors, for CEOs and CFOs who understand travel’s critical importance to their strategy, the finance teams who demand precision and control, the executive assistants juggling itineraries, and the program admins ensuring seamless events,” the co-founders wrote in an IPO filing letter.
“We saw firsthand the frustration of clunky, outdated systems. Travelers were forced to cobble together solutions, wait for hours on hold to book or change travel, and negotiate with travel agents. They struggled to adhere to company policies, with little visibility into those policies, and after all that, they spent even more time on tedious expense reports after a trip. We felt the pain of finance teams struggling to gain visibility into fragmented travel spending and to enforce policies, and the frustration of suppliers unable to connect directly with the high-value business travelers they sought to serve,” they wrote in the filing.
Revenue grew 33% year-over-year from $402 million in fiscal 2024 to $537 million in fiscal 2025, according to the S-1 filing. The company reported a net loss that decreased 45% year-over-year from $332 million in fiscal 2024 to $181 million in fiscal 2025. Gross margin improved from 60% in fiscal 2024 to 68% in fiscal 2025.
The business travel and expense space is crowded, with fellow Disruptors Ramp and Brex, and TravelPerk, as well as incumbents like SAP Concur and American Express Global Business Travel.
Sign up for our weekly, original newsletter that goes beyond the annual Disruptor 50 list, offering a closer look at list-making companies and their innovative founders.
A gamer plays soccer title Pro Evolution Soccer 2019 on an Xbox console.
Sezgin Pancar | Anadolu Agency via Getty Images
Microsoft said on Friday that it will increase the recommended retail price of several Xbox consoles in the U.S. starting in October because of “changes in the macroeconomic environment.”
The company said it would not increase prices for accessories such as controllers and headsets, and that prices in other countries would stay the same.
While Microsoft didn’t explicitly attribute the increase to the Trump administration’s tariffs, many consumer companies have been warning for months that higher prices are on the way. President Donald Trump has issued tariffs this year on multiple countries with a stated goal to bring more manufacturing to the U.S.
“We understand that these changes are challenging, and they were made with careful consideration,” Microsoft said on its website.
It’s the second time Microsoft has raised prices on its consoles in the U.S. this year. Rivals Sony and Nintendo have also raisedconsole prices in the U.S. as Trump’s tariffs went into effect.