My buddy Bilawal recently sat down with Canva cofounder & Chief Product Officer Cameron Adams for an informative conversation. These points, among others, caught my attention:

• “Canva is a goal-achievement machine.” That is, users approach it with particular outcomes in mind (e.g. land your first customer, get your first investment), and the feature development team works back from those goals. As the old saying goes, “People don’t want a quarter-inch drill, they want a quarter-inch hole”—i.e. a specific outcome.
• They seek to reduce the gap between idea & outcome. This reminded me of the first Adobe promo I saw more than 30 years ago: “Imagine what you can create. Create what you can imagine.”
• Measuring the achievement of goals is critical. That includes gathering insights from audience response.
• They’re pursuing a three-tiered AI strategy: homegrown foundational models that they need to own (based on deep insight into user behavior); partnerships with state-of-the-art models (e.g. GPT, Veo); and a rich ecosystem and app marketplace (hosting image & music generation and more).
• “When you think about AI as a collaborator, it opens up a whole palette of different interactions & product experiences you can deliver.” No single modality (e.g. prompting alone) is ideal for everything from ideation to creation to refinement.
• What’s it like to author at a higher level of abstraction? “It’s a dance,” and it’s still a work in progress.
• What’s the role of personalization? Responsive content. Personalizing messaging has been a huge driver of Canva’s growth, and they want to bring similar tools & best practices to everyone.
• “The real crux of Canva is storytelling.” Video is now used by tens of millions of people. Across media (video, images, presentations), the same challenges appear: Properly complete your idea. Make fine-grained edits. Bring in others & get their feedback.
• “Knowing the start & the end, but less of the middle.” AI-enabled tools can remove production drudgery, but one’s starting point & desired outcome remain essential. Start: Fundamental understanding of what works. Ideas, thinking creatively. Elements of editorship & taste are essential. Later: It’s how you express this, measure impact, take insights into the creation loop.

00:00 – Canva’s $32B Empire the future of Design
02:26 – Design for Everyone: Canva’s Origin Story
04:19 – Why Canva Bet on the Web
07:29 – How Have Canva Users Changed Over the Years?
12:14 – Why Canva Isn’t Just Unbundling Adobe
14:50 – Canva’s AI Strategy Explained
18:12 – What Does Designing With AI Look Like?
22:55 – Scaling Content with Sheets, Data, and AI
27:17 – What is Canva Code?
29:38 – How Does Canva Fit Into Today’s AI Ecosystem?
32:35 – Why Adobe and Microsoft Should Be Worried
37:52 – Will Canva Expand Into Video Creation?
41:10 – Will AI Eliminate or Expand Creative Jobs?