What changed
Recent reporting from Convert.com shows that every agency surveyed now uses AI, but only 9% have embedded it deeply enough to call it a competitive edge. Even as AI tools are everywhere, most agencies that raised prices did so by moving to higher-value work, not by charging more just for using AI. This means the real shift is not about who has AI, but who uses it to change what gets delivered.
Deloitte and Gartner both report that software and services pricing is moving away from subscriptions and seats, toward hybrid models that tie payment to usage or outcomes. By 2030, Gartner expects at least 40% of enterprise SaaS spend to be usage- or outcome-based. AI-native SaaS is already there, with 83% using usage-based models. For operators, this means the value is in results, not just having the tool.
On the demand side, the Federal Reserve Bank of San Francisco found nearly 40% of U.S. small businesses are using or planning to use AI, but face real friction: tool costs, time to train staff, and gaps in how to actually implement. This is the gap that AI-native service firms get paid to close.