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Product Management :: Product Marketing


11 February, 2026

How AI changes prices and competitive forces

Nate Jones (about, YouTube channel) is a well-regarded commentator on AI and pontificates daily - do bookmark!

Yesertday's analysis is a whopper - it's a must-listen. 

I agree on lots and lots of points, far too many to mention:
  • Per-seat pricing model struggles when an AI-first world is fully embedded - it's not here now, but it will be. 
  • The threat of AI is enough to make people renegotiate deals (KPMG is the example given)
  • The value of having someone on a retainer to fix 'stuff' when it goes wrong is worth a lot

I disagree on one minor point: that organisations want to have software built that orientates around them and their processes

NO! If the business process that the software is managing is NOT a differentiating feature to the organisation, then it wants to adopt moderately good practice (not leading or bleeding edge, just moderately good). 

Why? Because they don't want the risk - middle of the road is just fine. 

So they are quite happy to give up their existing practices and adopt the processes dictated by the software because they know that others have adopted it too. 
No-one ever got fired for buying IBM

Herding vs being a lone sheep is worth a lot - an awful lot - the same amount that got wiped off stocks today? No, much more.

This story continues apace.....