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Generative AI (GenAI) is fundamentally reshaping enterprise software - redefining how digital products deliver value and how vendors capture it. As software vendors embed GenAI across their stacks and AI-native disruptors deploy agentic systems, a key commercial question emerges: how should these capabilities be priced and monetised?
This publication introduces a structured framework to help software vendors and PE investors navigate GenAI monetisation. Drawing on Strategy& research and client experience, it outlines how commercial strategies must evolve as capabilities shift from enhancing (e.g. copilots, search, summarisation) to transformative (e.g. autonomous agents executing workflows). See page X of our report, available to download below.
The framework disaggregates monetisation into three critical dimensions: Price Model, Offering Structure and Spend Level.
Price models
We're seeing a move away from flat, seat-based pricing as GenAI features introduce variable cost structures and measurable outputs. Software vendors increasingly adopt usage-based, hybrid, or outcome-linked models to reflect how GenAI delivers value - especially where agents act independently and performance is trackable.
Offering structures
To reflect AI’s task-specific and domain-driven value, software vendors are shifting towards modular, verticalised, or add-on models that better capture willingness-to-pay for high-value capabilities, while preserving upsell opportunities and pricing flexibility.
Spend level
GenAI solutions tied to labour substitution or measurable productivity gains are commanding significant premiums. But software vendors often begin with low-entry or bundled pricing, then move to higher spend tiers as specialisation, cost-efficiency, and ROI visibility increase.
As GenAI capabilities deepen, so must the commercial models that support them. To gain full depth of our framework, including exemplary case studies and how to get started download the report.
Get in touch with Strategy&’s Commercial Excellence team to explore how to commercialise your GenAI innovations.
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