Figma becomes official launch partner for OpenAI’s new B2B Marketplace

OpenAI just built itself a shopping mall for enterprise software, and Figma scored a storefront on opening day. The collaborative design platform announced at OpenAI’s DevDay 2026 on September 29 that it is one of approximately 32 official launch partners for OpenAI’s new B2B Marketplace. The marketplace lets eligible enterprise customers redirect a portion of their existing OpenAI spending commitments toward purchasing approved partner products, essentially turning AI budget line items into a broader software procurement tool. How the marketplace actually works Companies that have already committed spending to OpenAI can now use a chunk of that budget to buy Figma’s design tools, or products from other partners, without negotiating entirely separate contracts. OpenAI manages the eligibility criteria for which spending qualifies, while partners like Figma handle the direct customer relationships. Figma’s fellow launch partners include Adobe, Datadog, Salesforce, and HubSpot, among others. That’s a lineup that covers design, developer tools, CRM, and marketing automation, suggesting OpenAI is trying to position the marketplace as a one-stop hub for the core enterprise software stack...