The hard part is choosing what deserves to exist
Figma’s latest AI commentary argues that prototyping is getting easier while direction, differentiation and sustained product quality remain difficult.
Faster making increases the value of better judgement.
The Story
When AI makes the first prototype cheap, the bottleneck moves upstream. The important questions become which problem is worth solving, what should feel distinctive and which trade-offs the product can sustain.
That is a creative-direction problem as much as a product-management problem. More options do not automatically create better work; they create a larger need for taste, criteria and editorial discipline.
Studio Wensday takeaway: write a short “why this direction” note alongside every prototype. It keeps exploration from becoming a gallery of attractive but uncommitted possibilities.
Studio Wensday Angle
AI compresses production time, so strategic taste becomes more visible.