Cautious optimism for AI as software leaders weigh strategy
A new report reveals a striking contrast in the B2B software world: While leaders feel confident about growth, they remain anxious about monetizing AI.
The report, from global consultancy Simon-Kucher, shows that software buyers are ready to spend, but only if vendors can prove the tangible value of their offerings, especially for AI. This has put a sharp focus on pricing, adoption, and trust as the keys to commercial success.
“Software leaders are walking a tightrope: Confidence in continued growth is colliding with anxiety over fast-moving AI disruption. This is pushing executive teams to balance bold innovation with measured risk,” said Ruben de Lange, partner at Simon-Kucher.
Customer success remains the area in which AI has the most benefits, according to the study. This is no wonder, as AI tools have a variety of powerful use cases in customer experience, including automated chatbots and customized offerings.
Executive optimism meets AI reality
According to the study, optimism is high, with 88% of software executives expecting revenue to rise or remain stable in 2025. However, there are still significant concerns about AI disruption and whether their products truly fit the current market needs.
The AI revolution is already reshaping company structures. Nearly half of all firms expect to maintain a flat headcount, but they have been making major internal shifts. Inside sales roles are shrinking, while field positions and roles that leverage AI are gaining ground.
When it comes to monetizing AI, most companies are still trying to figure it out. While 76% of firms have already launched AI features, less than 10% of their revenue comes from those features. Many are struggling to find the right pricing model, with 45% of companies using two or more different approaches to sell AI. This often involves bundling AI into premium plans to encourage upgrades or selling it as an add-on.
Data is also becoming highly valuable. A combined 83% of companies either already monetize or plan to monetize customer data. The most popular methods are using it for benchmarking (68%) and customer profiling (47%), while a much smaller percentage (27%) are using it for training AI models.
Buyers are ready, but want proof
On the other side of the equation, software buyers are eager to invest. The study indicates that software spending is projected to increase by 9% over the next two years, driven primarily by digital transformation and business expansion.
While 74% of buyers plan to implement AI and over half (54%) already use third-party AI tools, their enthusiasm is met with practical concerns. They worry about usability, compliance, and, most importantly, the return on investment (ROI). This highlights the crucial role of customer success, pricing, and sales enablement strategies in driving AI adoption.
The purchasing process itself is also evolving. 56% of buyers report that purchasing decisions are now cross-functional, meaning sellers must adapt to a multi-stakeholder environment. As a result, software vendors must satisfy the distinct needs of different departments, from IT’s focus on security and integration to non-IT teams’ demand for agility and customization.
One frustration that unites nearly all buyers is opaque or rigid pricing. This is the top complaint across roles, suggesting that vendors who can offer transparent and flexible pricing will have a significant competitive advantage in this evolving market.
Vendors should be more clear with AI offerings
This is a pivotal moment for the software industry. Leaders are in a high-stakes race to harness AI’s potential while ensuring they can deliver and articulate its value in a way that resonates with increasingly discerning buyers.
“What’s holding vendors back isn’t a lack of innovation – it’s a lack of commercial clarity and tailored sales excellence,” said Lisa Neumeier, Partner at Simon-Kucher.
“Turning AI into real revenue now hinges on demonstrating concrete customer value and anchoring price to it, but also proactively addressing adoption concerns.”
