I think we’re on the brink of a new era of tools, not just for makers, but for the people on the other side of the screen, too. The ones filling out the forms, having the conversations, and clicking the buttons.

But in this rush to cater to the whims of developers , less consideration has been paid to whether all this glorious software being churned out is helping the people who use it—the end users.

The excitement we saw initially wasn't about the tech or the backend features; it was about the experience itself. That realization pushed us to rethink everything about Freeform, shifting our focus from yet another administrative control panel to creating an experience genuinely tuned to the end user.

This isn’t about adding an AI feature to a static product. It’s about asking what a form could be if it were AI-native from the start. That kind of thinking doesn’t fit easily into the roadmap of a legacy product.