Every CMO knows the pain: brand assets scattered across drives and inboxes, content reviews stuck in email chains, and marketing teams spinning their wheels recreating the same campaign collateral in fifteen slightly different ways. And now, with AI accelerating timelines and expectations, marketing leaders are being asked to do more with less.
Canva’s recent analyst event made it clear they see this pain, and they’re angling to be the solution. The company is evolving from a casual design app into an enterprise content orchestrator. By reframing itself as the platform where productivity meets creativity, Canva effectively tells enterprises: We can unify your design, AI, and workflow in one place. The question is: Can Canva truly become the go-to hub for visual communications at an enterprise scale rather than just another tool in the marketing stack?
Canva’s new product launches signal that it’s done being dismissed as a lightweight design tool
The announcements at Canva Create show a company playing for enterprise content budgets. In one sweep, Canva introduced features and services that push it well beyond DIY graphic design:
- Canva Sheets: A visual-first spreadsheet engine that blends AI with structured data. Magic Studio at scale enables the expansion of campaigns with built-in personalization.
- Canva AI: A creative command center that helps users brainstorm, generate, and refine content across formats.
- Canva Code: Adds interactivity to traditionally static content. Marketers can now build calculators, and widgets without code, bringing campaign assets to life inside Canva.
- Visual Suite 2.0: A reimagined canvas that lets teams move between whiteboards, presentations, docs, spreadsheets, and videos without breaking their workflows.
- Magic Charts: Turns raw data into visual narratives in just a few clicks. It suggests formats, integrates with analytics tools such as HubSpot, and adds interactivity for deeper engagement.
These launches show that Canva is no longer just the tool teams reach for when Adobe feels too heavy; it’s becoming the content OS where enterprise teams create, collaborate, and manage brands at scale.
And Canva’s timing is spot on. A recent HFS Research study shows that marketing has emerged as the top adopter of GenAI technologies (43%), outpacing IT, operations, and customer service (see Exhibit 1). Marketers are not just ready for AI-powered platforms—they’re actively deploying them to drive outcomes.
Exhibit 1: GenAI is already reshaping marketing more than any other function
Sample: n=42
Source: HFS Research, 2025
What Canva isn’t saying, but we’re hearing loud and clear
Canva didn’t roll out a red carpet labeled enterprise, but the shift is happening under the surface. The pieces Canva is assembling—Visual Suite 2.0, Canva Sheets, Magic Insights—are steps toward something closer to a system of record for the brand. They’re not going after full enterprise content suites (yet), but they’re building the rails for a Canva-native stack that’s hard to walk away from once adopted.
Here’s what stood out under the surface:
- They’re sketching a brand system of record. By centralizing content, templates, and analytics in one place, Canva is setting itself up to become the single source of brand truth.
- Their ecosystem is sticky by design. Integrations pull data in but don’t easily push it out. That’s not accidental. It’s how they keep users living inside Canva longer.
- They’re embedding AI in smart ways. Magic Insights, brand guardrails, and AI design tools are inching toward semi-autonomous execution.
Canva’s vision is ambitious, but winning the enterprise game will require more than product announcements
To turn enterprise interest into enterprise standard, Canva has a to-do list of bold moves it needs to execute next:
- Build deeper ecosystem partnerships: To truly embed itself in enterprise workflows, Canva should partner up. This means tight integration with Microsoft 365, Adobe’s marketing suite, and major CMS and DAM platforms. It also means courting global systems integrators and consulting firms—the Accenture and Infosys of the world—so that Canva becomes part of digital transformation deals (and part of the Services-as-Software narrative). If Canva can ride along with big consultancy-led projects, it will gain credibility as a serious enterprise platform.
- Get serious about governance: With great power (to create content) comes great responsibility (to govern it). As Canva usage in companies explodes, so does the risk of off-brand or low-quality content anarchy flooding the market. Canva should proactively address this by showcasing how marketing managers can control what employees produce using the platform.
- Prove the ROI: To win over enterprise buyers, Canva needs to move beyond productivity metrics and show how it drives real outcomes across the business. It’s not just about faster design—it’s about accelerating sales cycles, improving internal communications, streamlining onboarding, and reducing reliance on agencies. Canva’s value needs to map to CMO and COO-level metrics such as campaign performance, employee efficiency, and cost takeout. They need to tie design to dollars if they want to stretch across functions and justify platform-level adoption.
- Tackle process and culture debt head-on: Many enterprise teams are still stuck in outdated approval chains, legacy tools, and a culture of design elitism. Canva’s ease of use won’t be enough to win over the C-Suite unless it’s paired with real change enablement. The company should invest in playbooks, service partnerships, and customer success models to help enterprises shift workflows and mindsets. Think less, ‘replace your tools,’ and more, ‘rethink your creative operating model.’
The Bottom Line: Canva’s next chapter isn’t about adding more flashy AI tools or templates; it’s about convincing enterprises that Canva is a mission-critical platform for content-driven businesses.
That means behaving less like a consumer software rocket ship and more like a strategic partner. Canva’s journey from being a design app to a bona fide enterprise content powerhouse has begun, but to succeed, it must now prove it can handle the big leagues it’s so eager to join.
