A proven strategy for monetizing AI within existing products is to develop and launch task-specific 'agents.' These agents, as demonstrated by THL's portfolio companies, are sold as additional SKUs or modules, enhancing the core product's value and creating new, direct revenue streams from AI.
VCs traditionally advise against early product expansion. But with agentic AI, which leverages existing metadata to solve new problems without building new screens, startups can rapidly add capabilities to meet customer demand for a single, unified agent, accelerating the compound startup model.
OpenAI's path to profitability isn't just selling subscriptions. The strategy is to create a "team of helpers" within ChatGPT to replace expensive human services. The bet is that users will pay significantly for an AI that can act as their personal shopper, travel agent, and financial advisor, unlocking massive new markets.
Selling foundational AI isn't a standard IT sale. It requires a dual-threaded process targeting the CTO, who builds the agents, and the CRO, who must monetize them. The key is educating the CRO to shift from selling seats against IT budgets to capturing value from larger headcount and outsourced labor budgets.
Most successful SaaS companies weren't built on new core tech, but by packaging existing tech (like databases or CRMs) into solutions for specific industries. AI is no different. The opportunity lies in unbundling a general tool like ChatGPT and rebundling its capabilities into vertical-specific products.
Unlike high-margin SaaS, AI agents operate on thin 30-40% gross margins. This financial reality makes traditional seat-based pricing obsolete. To build a viable business, companies must create new systems to capture more revenue and manage agent costs effectively, ensuring profitability and growth from day one.
The transition from AI as a productivity tool (co-pilot) to an autonomous agent integrated into team workflows represents a quantum leap in value creation. This shift from efficiency enhancement to completing material tasks independently is where massive revenue opportunities lie.
In the age of AI, software is shifting from a tool that assists humans to an agent that completes tasks. The pricing model should reflect this. Instead of a subscription for access (a license), charge for the value created when the AI successfully achieves a business outcome.
Previously, building 'just a feature' was a flawed strategy. Now, an AI feature that replaces a human role (e.g., a receptionist) can command a high enough price to be a viable company wedge, even before it becomes a full product.
In a world where AI makes software cheap or free, the primary value shifts to specialized human expertise. Companies can monetize by using their software as a low-cost distribution channel to sell high-margin, high-ticket services that customers cannot easily replicate, like specialized security analysis.
SaaStr's AI agents sourced $4.8 million in pipeline that was purely incremental, demonstrating that a well-implemented AI GTM strategy can augment existing revenue streams. The goal should be to create net-new growth, not simply replace what already works.