AI hasn’t just joined the SaaS party—it’s started changing the playlist, moving the goalposts, and challenging how the whole industry works. Some teams see AI as a turbocharged sidekick, streamlining everything from product updates to customer support. Others say it’s quietly shifting the rules and forcing companies to rethink what “software as a service” even means.
To get beyond the headlines and into real workflows, we reached out to founders, product leaders, marketers, and engineers who are in the thick of it every day. Here’s how they’re actually using (or dodging) AI in their SaaS work, and what they really think about its impact.
AI isn’t replacing SaaS teams—it’s upgrading them
“AI is the ultimate enabler for SaaS right now—but only if it’s used with intention. We’re seeing teams automate the boring, repetitive parts of their workflow—think reporting, outreach, user tagging—but the real magic starts when AI is embedded directly into the product experience.
It’s not just about saving time. It’s about building smarter tools that adapt, predict, and respond to user needs in real-time. The teams that treat AI as a collaborator—not just a cost-cutter—are the ones pulling ahead.”
— Eve Liecht, CEO @ Evelink Checkers
AI Is My Thinking Partner, Not Just a Tool
“AI is woven into every part of how I work at tl;dv. It’s the first place I go when I’m sparring on ideas, exploring data, pressure-testing a positioning strategy, or just trying to make sense of a mess in my head.
But it’s not just for big thinking—it’s part of the execution too. From drafting marketing copy to pricing strategy, code blocks to meeting summaries, LLMs are helping me move faster and think more clearly.
At this point, there’s almost no process at tl;dv where AI isn’t involved. It’s not about outsourcing thought—it’s about sharpening it.”
— Raphael Allstadt, Co-Founder & CEO @ tl;dv
AI: The Human Amplifier, Not the Human Replacement
“At our agency, AI isn’t disrupting—it’s facilitating a fundamental shift in how we approach work and creativity. We’ve embraced an AI-forward strategy not to replace humans, but to empower them to offload the heavy lifting, allowing our team to focus on what humans do best: strategic thinking and authentic connection. I’ve seen firsthand how this approach doesn’t just boost productivity—it transforms work-life balance, leaving our team less exhausted and more fulfilled at the end of each day.”
— Chad J. Treadway, Chief Smarketing Officer and Partner @ Cube Creative Design
We’re Not Building Features Anymore, We’re Building Intelligence
“I’m watching AI quietly rewrite the SaaS playbook from the inside out, and it’s happening faster than most people realize. What used to require five different tools and three integrations now happens in a single AI-powered workflow in our daily operations and that’s just the beginning.
From my perspective at RecruitCRM, the SaaS companies that survive this shift won’t just be adding ‘AI features’ we’re all rebuilding our entire value proposition around intelligence-first experiences.
—– Alifiya J, Marketing Associate @ Recruit CRM
Integrating AI speed up the marketing processes and give us room for strategic work
For us, marketers in B2B, handling numerous tasks takes resilience. But, it could be much easier if we optimize for AI – for example AI assists already in keywords research, link placements, analyzing competitors page structures, content ideas, and even a bit of writing. Of course, AI could improve and over time we could see even better outputs for our prompts. It could already handle many tasks including research, analysis, and generating content ideas.
— Artsem Lazarchuk, Marketing Specialist @ SolveIt
The future of marketing has arrived—and it’s powered by AI marketing agents working alongside teams.
The shift from traditional AI content and marketing solutions to AI-native workflows has been the most exciting transformation I’ve witnessed in my career. At Typeface, we’re defining what marketing looks like when intelligent Arc Agents understand your brand’s DNA and orchestrate personalized experiences across every touchpoint, ensuring consistency while enabling true personalization at scale. This isn’t incremental improvement; it’s a fundamental reimagining of how marketing teams and AI collaborate.
– Akshita Sharma, Content Marketing Associate @Typeface
II is transforming referral marketing from a static program into a dynamic growth engine.”
“At ReferralCandy, we’re seeing how AI helps merchants launch smarter, faster referral campaigns without needing a deep marketing background. Shopify store owners can now generate entire referral programs with a single prompt, like: ‘Reward my top customers with $10 for every referral. Give their friends 15% off.’
It’s not just automation—it’s democratization. AI is making growth tools more accessible, contextual, and intuitive.”
— Elmeri Palokangas, SEO @ ReferralCandy
