AI will not primarily disrupt SaaS incumbents like Salesforce. Instead, its main economic impact will be automating repetitive labor, a market 40 times larger than enterprise software spend. AI-native companies are targeting labor-intensive roles like customer service, not trying to replace existing software subscriptions.
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Industries with historically low software adoption (like trial law or dentistry) are now viable markets. Instead of selling a tool, AI startups are selling an outcome—the automation of a specific labor role. This shifts the value proposition from a software expense to a direct labor cost replacement.
AI enables "software does labor" business models in industries previously deemed too small for specialized software, like dental offices or trial law. By replacing or augmenting specific labor tasks, startups can justify high-value contracts in markets that historically wouldn't pay for traditional SaaS tools.
The new generation of AI automates workflows, acting as "teammates" for employees. This creates entirely new, greenfield markets focused on productivity gains for every individual, representing a TAM potentially 10x larger than the previous SaaS era, which focused on replacing existing systems of record.
The primary economic incentive driving AI development is not replacing software, but automating the vastly larger human labor market. This includes high-skill jobs like accountants, lawyers, and auditors, representing a multi-trillion dollar opportunity that dwarfs the SaaS industry and dictates where investment will flow.
Companies like Sierra can't justify a 100x ARR valuation by targeting the existing software market (e.g., $8B Service Cloud). The bet is that they will capture a significant portion of the much larger human labor market ($200B+ for support agents). This represents a fundamental transition of spend from human capital to software.
The economic incentive for VCs funding AI is replacing human labor, a $13 trillion market in the US alone. This dwarfs the $300 billion SaaS market, revealing the ultimate goal is automating knowledge work, not just building software.
The true market opportunity for AI is not merely replacing existing software but automating human labor. This reframes the total addressable market (TAM) from the ~$400 billion global software industry to the $13 trillion US-only labor market, representing a thirty-fold increase in potential value.
While AI can improve existing software categories, the most significant opportunity lies in creating new applications that automate tasks previously performed by humans. This 'software eating labor' market is substantially larger than the traditional SaaS market, representing a massive greenfield opportunity for startups.
The 'SaaS-pocalypse' narrative is flawed because IT/SaaS is only 8-12% of enterprise spend. Companies will use powerful AI models to create value in the other 90% of their business—like operations and sales—rather than just rebuilding core software like ERPs or CRMs where the financial upside is limited.
Unlike traditional software that supports workflows, AI can execute them. This shifts the value proposition from optimizing IT budgets to replacing entire labor functions, massively expanding the total addressable market for software companies.
