Launched in late 2022 and actively promoted by April 2023, Microsoft Designer is the tech giant's foray into the burgeoning AI design tool market. This web-based application aims to simplify the creative process by generating graphics, illustrations, and a range of other visual content, all underpinned by Artificial Intelligence. Despite its relative newcomer status, Microsoft Designer seeks to differentiate itself in several ways from established competitors like Adobe Firefly and Canva.

Ease of Use with AI Capabilities
One of Microsoft Designer's standout features is its AI-assisted design generation. Users simply type in a prompt, hit the 'Generate' button, and are presented with multiple design options. This intuitive approach eliminates the need for intricate tool usage, making it accessible for users without any design background. The AI also offers writing assistance, layout suggestions, and even proposes captions and hashtags for easy social media sharing.

Browser-Based and Free
Unlike some of its premium competitors, Microsoft Designer is free to use and directly integrated with Microsoft Edge. This makes it a seamless option for users who prefer to keep all their activities within the Microsoft ecosystem.

Template Customization
Microsoft Designer doesn't just stop at providing generated templates. Users have the flexibility to modify any element within these templates. A popup feature facilitates specific adjustments, and there is also a small toolbar for adding additional media and text, or even branding via a Brand Kit feature that closely mirrors Canva's.

Social Media Versatility
The platform supports a wide range of social media formats, from Instagram Stories to Facebook Banners, as well as video templates for those seeking dynamic content. This makes it an ideal tool for marketers, social media managers, or anyone in need of varied formats.

Higher Number of Alternatives
One edge Microsoft Designer has over competitors is the number of alternative design generations it offers. While tools like Adobe Firefly and Canva Magic typically provide up to four alternative images, Microsoft Designer offers as many as 15, giving users a broader array of choices.

Still in Preview
It's important to note that Microsoft Designer is still in its 'Preview' stage, making it a beta platform open to all users. As such, certain functionalities might be limited or subject to future changes. The platform also leans towards US-based events, a point to consider for those in different geographical locations.

While Microsoft Designer may not yet offer groundbreaking features to set it apart decisively, its integration within the Microsoft ecosystem, combined with its AI capabilities, make it a tool worth watching. Whether it evolves into a go-to solution for professional designers or remains a convenient add-on for Microsoft Edge users, only time will tell.