Imagine the ease of using generative fill inside the Figma UI. Not having to wait for the whole launching screen from Photoshop, create a new board, import the image, and make a selection, etc.

They could also have a “remove background” plugin. Illustrator could implement a vectorization plugin. The possibilities are endless.

It still wouldn’t make their software obsolete, as there would be a lot more granular things you could do with each app. But it would simplify a lot of Figma users’ workflows. Not to mention, they would likely dominate the plugin store.