A Beginner’s Guide to AI in SaaS: Real-World Applications and Use Cases
After discussing the global opportunity for SaaS innovators in the age of AI, I had the opportunity to engage with innovators in London at an evening of AI insights and conversation hosted by G2 and ZoomInfo. During this event, I moderated a panel discussion with leaders from companies at the forefront of leveraging AI: Bianca Dragan, Alex Olley, and Sophie Cheng.
One key question that arose from the session was whether generative AI is the solution for tech companies requiring more output from their marketing, sales, and service teams while needing to cut costs in today’s economic climate. This was the focus of our discussion.
AI in SaaS: Expectations vs. Reality
Despite the economic downturn, AI is booming, with record funding and new generative AI unicorns emerging. 81% of global software buyers say it’s important that the software they purchase has AI. However, leaders are realizing that any investment in software – including AI tools and capabilities – must lead to measurable value and ROI. During our conversation, one common theme that emerged was that while AI adoption is growing, expectations still exceed reality. Panelists agreed we must be careful not to overpromise on AI’s capabilities and focus on tangible productivity gains.
Marketing & Sales Use Cases Driving Business Value
We looked at AI use cases across marketing and sales. Bianca shared that Paddle’s support bots have reduced ticket volumes by 40%, while Sophie said ZoomInfo leverages AI to interpret complex sales data visualizations for reps. Additionally, Alex noted Reachdesk is mining years of call data to build AI-assisted prospecting tools and has tapped AI-powered account-based modeling to reveal manufacturing and logistics as prime untapped verticals, accelerating pipeline. While sales teams may be skeptical, the group agreed they stand to benefit greatly from AI once adoption increases.
Uncovering New Opportunities for Growth
Looking ahead, panelists expressed cautious optimism for the future. AI may help level the playing field by automating mundane tasks — freeing teams up to focus on strategic, higher-quality work. Vertical targeting, content personalization powered by AI, and a focus on proven productivity gains were factors cited that could help contribute to greater growth. AI is undoubtedly transforming how software is developed, marketed, purchased, and sold.
Let’s keep the conversation going and continue sharing AI use cases – including what’s working, what’s not, and how we can all drive value and innovation in our businesses with AI.