How will Agentic architecture change how software is sold?

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: How Will Agentic Architecture Change How Software Is Sold?
Release Date: June 17, 2025
Host: Benjamin Shapiro
Guest: Kevin Yalowitz, Global Software and Platform Lead at Accenture

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Introduction to the Episode

In this insightful episode of the MarTech Podcast ™, host Benjamin Shapiro engages with Kevin Yalowitz, the Global Software and Platform Lead at Accenture, to explore the transformative impact of agentic AI architecture on the software sales landscape. The conversation delves into how advancements in AI are not only reshaping advertising but also revolutionizing business models within the software industry.

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The Shift from Seat-Based to Value-Based Pricing

[01:41] Benjamin Shapiro: "How will agentic architecture change how software is sold?"

[01:41] Kevin Yalowitz: "It's going to flip it on its head. Software today is sold by, largely speaking, in seats. We pay for a software seat because software is a tool that allows a human to do something. Agentic AI is going to shift this because agents are going to do more of the work and it's going to shift the pricing model in most cases to be focused on value and outcomes. And that's a major shift for most software companies."

Kevin highlights a pivotal change from the traditional seat-based licensing model, where companies pay per user or seat, to a value-based and outcome-focused pricing structure. This shift is driven by agentic AI, which empowers software agents to perform tasks autonomously, thereby increasing efficiency and value delivery.

Key Insights:

• Agentic AI as a Disruptor: AI-driven agents take on more responsibilities, reducing the need for multiple software licenses.
• Pricing Evolution: Transition from per-seat fees to models that charge based on the value or outcomes delivered by the software.
• Business Model Transformation: Software companies must adapt to new pricing strategies that align with enhanced AI capabilities.

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Accelerating Change in Business Models

[02:03] Benjamin Shapiro: "I think that the shift has been coming for a while and I think that there was this notion of sort of the legacy long term subscription. We're going to lock you in for three years and charge high rates to okay, seats based and then we got to usage based and then even hybrid where you pay a small fee and then a usage fee. Is this just the natural iteration of what we've been seeing or is agentic AI actually causing the change in business models?"

[02:31] Kevin Yalowitz: "I think agentic AI is a major accelerant to it. It would be hard to say that it's evolutionary, not revolutionary."

Kevin emphasizes that while the shift towards different pricing models has been gradual, agentic AI acts as a significant accelerant, pushing the industry towards more revolutionary changes rather than just evolutionary ones. This rapid transformation challenges existing business models and compels software companies to innovate swiftly to meet evolving consumer expectations.

Notable Quote:

• Kevin Yalowitz ([02:31]): "I think agentic AI is a major accelerant to it. It would be hard to say that it's evolutionary, not revolutionary."

Key Insights:

• Acceleration of Change: Agentic AI speeds up the transition to new business models beyond natural progression.
• Revolutionary Impact: The influence of AI necessitates profound changes rather than incremental adjustments.
• Consumer Demand: End consumers are increasingly seeking flexible, value-driven pricing models that leverage AI's capabilities.

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The Pace of Transformation

[02:53] Benjamin Shapiro: "Just like everything else, agentic AI is not necessarily changing how things are done, it's just changing the pace of how things are done."

[03:01] Kevin Yalowitz: "Yes."

Benjamin succinctly captures the essence of the conversation by stating that agentic AI doesn't just change the methods but accelerates the rate at which transformations occur within the software industry.

Key Insights:

• Increased Velocity: The integration of AI leads to faster implementation of new business strategies and models.
• Adaptation Necessity: Software companies must quickly adapt to maintain competitiveness in a rapidly evolving market.

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Conclusion and Final Thoughts

As the discussion wraps up, Benjamin emphasizes the importance of adapting to these technological advancements to stay ahead in the competitive landscape. The conversation with Kevin Yalowitz provides a clear understanding of how agentic AI is not just a buzzword but a catalyst for fundamental changes in how software is marketed, sold, and monetized.

Final Takeaway:

• Embrace Change: Software companies need to embrace AI-driven transformations to align with modern business practices and consumer expectations.
• Focus on Value: Shifting towards value-based pricing models can lead to more sustainable and mutually beneficial relationships between software providers and their clients.

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For more insights and detailed discussions with industry experts, subscribe to the MarTech Podcast ™ and stay updated with the latest trends in marketing and technology.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate.

[Kevin Yalowitz]

Getting brands authentically integrated into content performs better than TV advertising.

[Benjamin Shapiro]

Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Kevin Yalowitz, the global software and platform lead at Accenture, who is going to explain how AI is reshaping the advertising landscape. Kevin, I want to move on into our lightning round where I'm going to ask you Martech related questions related to AI's impact and advertising. Are you ready?

[Kevin Yalowitz]

I am very much ready.

[Benjamin Shapiro]

All right, here we go. How will agentic architecture change how software is sold?

[Kevin Yalowitz]

It's going to flip it on its head. Software today is sold by, largely speaking, in seats. We pay for a software seat because software is a tool that allows a human to do something. Agentic AI is going to shift this because agents are going to do more of the work and it's going to shift the pricing model in most cases to be focused on value and outcomes. And that's a major shift for most software companies.

[Benjamin Shapiro]

I think that the shift has been coming for a while and I think that there was this notion of sort of the legacy long term subscription. We're going to lock you in for three years and charge high rates to okay, seats based and then we got to usage based and then even hybrid where you pay a small fee and then a usage fee. Is this just the natural iteration of what we've been seeing or is agentic AI actually causing the change in business models?

[Kevin Yalowitz]

I think agentic AI is a major accelerant to it. It would be hard to say that it's evolutionary, not revolutionary.

[Benjamin Shapiro]

Just like everything else, it changes the.

[Kevin Yalowitz]

Function of what software does and how we use it, which necessitates the need for a different business model. And that's not a business model that most software companies are ready to do today, but it's a model that most end consumers of IT want immediately.

[Benjamin Shapiro]

Just like everything else, agentic AI is not necessarily changing how things are done, it's just changing the pace of how things are done.

[Kevin Yalowitz]

Yes.

[Benjamin Shapiro]

All right, and that wraps up this episode of the Martag Podcast. Thanks for listening to my conversation with Kevin Jalowitz, the Senior Managing Director of Global Software and Platforms at Accenture. If you'd like to get in touch with Kevin, you can find a link to his LinkedIn profile in our show notes or on martechpod.com or you can visit his company's website, which is accenture.com if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or find us on YouTube and we'll be back in your feed every week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

Thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.