IDC: marketing work is moving into chat, and SaaS pricing will follow
An IDC Perspective on Salesforce's Anthropic partnership predicts AI consumption revenue will overtake seat revenue.
IDC's report, titled Claudeforce: The Future of (Marketing) Work Is Chat, looks at Salesforce's strategic partnership with Anthropic and its recent earnings as a signal of how agentic AI is changing enterprise software.
According to IDC's published abstract, the firm expects revenue from AI consumption to overtake traditional per-seat revenue as marketers hand more tasks to AI assistants, and sees SaaS platforms competing to own the conversational interface. The report also covers what this means for chief marketing officers managing their application stack. The full report is behind IDC's paywall; this summary is based on the public abstract.
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