/may 25, 2023

Colliding with the Future: The Disruptive Force of Generative AI in B2B Software

By Brian Roche

Over the past few months, our collective fascination with AI has reached unprecedented heights, leading to an influx of information and discussions on its potential implications. It seems that wherever we turn, AI dominates the conversation. AI has captivated the imaginations of tech enthusiasts, researchers, and everyday individuals alike.

At the tender age of 11, I received my very first computer, the legendary ZX Spectrum. Looking back, it's hard to believe how much has changed since then. A few years later, I eagerly built my own 286 computer, a proud accomplishment that fueled my passion for technology and software engineering.

Those early experiences left an indelible mark on me, instilling a sense of excitement and curiosity that has endured to this day. It is this very same enthusiasm that now fills me as I delve into the captivating realms of Artificial Intelligence (AI) and Machine Learning (ML).

Those first experiences felt like a tectonic shift in my life. Now, as we embrace the era of Artificial Intelligence (AI) and Machine Learning (ML), it's a similar sensation, but instead of a tectonic shift, it feels like an asteroid is colliding with our planet, reshaping everything we know.

Is AI a Disruptive Platform Shift on Par with the Move from On-Premises to Cloud?

The transition to the cloud in the early 2000s represented a monumental shift for companies across industries. It marked a transformative departure from traditional on-premises infrastructure, granting businesses the opportunity to leverage remote servers, scalable resources, and on-demand services. 

This shift not only revolutionized the way organizations operated but also unlocked immense potential for agility, cost savings, and innovation. Companies were able to free themselves from the constraints of physical hardware, reduce upfront capital expenditures, and embrace a more flexible and scalable approach to their IT needs. 

The cloud transition empowered businesses to focus on their core competencies, while leaving the heavy lifting of infrastructure management to cloud service providers. Ultimately, this shift paved the way for a new era of digital transformation, enabling companies to adapt, evolve, and thrive in an increasingly interconnected world.

Moving applications to run in the cloud often entails a comprehensive rewrite to optimize them for the cloud environment. This involves reimagining the architecture, infrastructure, and dependencies of the application. By embracing cloud-native principles, such as scalability, elasticity, and distributed computing, the application can fully leverage the benefits of the cloud. 

The rewrite typically involves redesigning components, leveraging cloud-specific services, and adopting new development frameworks. This process ensures that the application is well-suited for cloud deployment, allowing it to take advantage of the inherent scalability, resilience, and cost-efficiency that the cloud offers. I know this all too well because I’ve lead seven major cloud native transformations.

Will organizations experience a similar transformation when harnessing the power of Artificial Intelligence (AI)?

SaaS vendors are better positioned to embrace AI, mitigating the impact compared to the transition from on-premise software to the cloud. Here are a few reasons why:

  1. There’s no question Chat GPT was the iPhone moment for Artificial intelligence (AI), but AI is, of course, not new. Deep learning has been making steady progress over the last decade, and AI has been used extensively in a large variety of consumer applications. So AI has been on the agenda of SaaS leaders for some time.
  2. Incorporating AI features into existing systems no longer necessitates a complete rebuild. Around three years ago, the process of adding AI capabilities became significantly more accessible, as a few open API calls, such as utilizing GPT-3's API, could enable integration. 
  3. Today, a thriving ecosystem of developer tools exists, empowering SaaS companies to harness the potential of Language Models (LLMs) effectively. Utilizing AI doesn't imply discarding everything that exists; instead, it opens doors to augment and enhance existing systems with powerful AI functionalities.
  4. With simple API calls Generative AI enables B2B software platforms to offer personalized experiences to users. By analyzing user behavior and preferences, AI models can generate tailored recommendations, suggesting relevant products, services, or content to enhance user engagement and satisfaction.
  5. Generative AI models excel in language-related tasks, facilitating B2B software companies in offering translation and localization services. These models can automatically generate translations, adapt content to specific languages or cultural contexts, and streamline the localization process.
  6. Content Generation: Generative AI models like GPT-3 have the ability to generate high-quality, coherent written content, making it valuable for content creation in B2B software companies. They can automate the production of articles, product descriptions, customer support responses, and marketing materials.
  7. Data Augmentation: Generative AI can be utilized to augment and expand datasets in B2B software development. It can generate synthetic data that resembles real-world examples, helping to improve the performance and robustness of machine learning models.
  8. Intelligent Virtual Assistants: B2B software providers are leveraging Generative AI to develop intelligent virtual assistants or chatbots that can understand natural language, interact with users, provide customer support, and perform tasks like scheduling appointments or retrieving information.
  9. Design and Creativity: Generative AI can be used in B2B software companies to aid in design processes. For example, it can generate unique and visually appealing graphics, design templates, or user interface layouts, accelerating the creation of prototypes and improving overall product aesthetics.
  10. Fraud Detection and Security: Generative AI can help detect anomalies and patterns in large datasets, allowing B2B software companies to strengthen fraud detection and security systems. AI models can identify fraudulent activities, unusual user behavior, or potential security breaches, enabling timely interventions.


These examples highlight how Generative AI is disrupting various aspects of B2B software, revolutionizing content generation, data augmentation, virtual assistance, design, personalization, fraud detection, and language-related tasks. Its potential to transform the B2B software landscape is immense, opening up new opportunities for innovation, efficiency, and improved user experiences.

In the face of an asteroid impact, only the species most adaptable to change will endure. Generative AI presents a transformative event for B2B software, akin to an asteroid collision. However, unlike the fate of many on-premise software companies during the 2000s, today's SaaS leaders are not destined for doom. Their survival hinges on their ability to swiftly adapt to this new paradigm and leverage its enormous capabilities.


Related Posts

Colliding with the Future: The Disruptive Force of Generative AI in B2B Software

Brian Roche
By Brian Roche

Brian Roche is the Chief Executive Officer of Veracode and a recognized expert in Application Security Engineering, Cloud Native Technologies, Cloud Operations and AI. An award-winning cybersecurity leader and a pioneer of the early DevOps movement, Brian is also a passionate public speaker on AI, Application Security, DevOps, and digital transformation. With over 25 years of leadership, he has a proven track record of helping global enterprises transform their people, technology, and strategic advantage to compete and succeed in the digital economy.