These days, one cannot throw that proverbial rock without hitting an article or editorial about the demise of software-as-a-service (SaaS or SAAS) at the hands of AI. No one is actually arguing that the subscription model is on its way out, but everyone is arguing that AI will be eating SAAS, if not already today, then definitely by the time you wake up tomorrow.
But the conclusion that SAAS is dead belies what SAAS actually is: a business model, not a technology.
In the past, the argument that ASPs weren’t actually SAAS businesses, because their tech stacks lacked multitenancy, clearly reflects the point of view that SAAS ought to be considered a technology. As a business model, however, SAAS shifted licensing from capex to opex while also smoothing out a step cost for the subscriber. SAAS also liberated access to technology away from IT gatekeepers to department heads or functional leaders. And SAAS needed to look and function like thick-client software to avoid a learning curve.
But the secret sauce in all of this is the data, not the UI. That’s because [in B2B at least] most software is a GUI onto a database; maybe not in the creative department, but just about anywhere else data are critical to running the business (ERP, CRM, PLM, etc). So, the success of software and SAAS comes down to structuring data and then serving and selling those data back in a GUI with some analytics to the people who have entered them. That’s both value creation (for the user) and value extraction (for the provider). And that’s a business model.
How then, is AI killing SAAS?
For sure UI/UX will be changing. Probably not as drastically or rapidly as might be expected, because of the change management problem that this presents to organizations; but it will happen in time. So, the presentation layer is changing, but what else? Well, AI literally lets you ask questions of your data, so your expectations and daily use will be morphing, too. But graphs, charts, and grids will still remain relevant as well, because sometimes you just need to see for yourself instead of being told.
All of that is still SAAS because AI is software. What needs to change is the value carrier (HBR: “Capture More Value,” 2014), the thing that you count and charge for. That’s the real innovation that needs to happen, because it’s much easier to build a product than it is to build a business. The preferred scenario is consumption-based pricing – you literally get what you pay for – but that’s a tough sell because everyone, especially the enterprise, hates variable costs.
The problem with the AI SAAS business model is that while value creation will be higher, so will the cost of delivery, and convincing others to pay more will be difficult. GTM, positioning, and value extraction will be the real challenges to avoid margin erosion.
But AI = SAAS because it’s being sold as a subscription. #notdead


