Generative AI and AI agents are reshaping software and SaaS competition, creating distinct winners and losers. Incumbency no longer guarantees survival; innovation and AI roadmaps will determine success across the industry. Companies with broad AI integration and partnerships stand to gain, as Microsoft’s AI push spans Azure, Office, Teams, Dynamics, and LinkedIn and leverages an OpenAI partnership alongside in-house efforts. Early AI adopters such as Intuit have built AI agents within QuickBooks and TurboTax to automate industry workflows. CRM challengers like HubSpot are embedding generative AI via ChatSpot, Breeze, and Breeze Intelligence to capture share against larger incumbents. Some firms remain uncertain.
Microsoft topped RBC's bullish list. Wall Street still underestimates the software giant's AI push, which now touches every corner of its business, from Azure to Office, Teams, Dynamics, and LinkedIn. Its partnership with OpenAI, alongside a diversified in-house strategy, could accelerate growth over time. Intuit was another standout. Long before ChatGPT, the tax and accounting software firm was investing in AI.
RBC highlighted new AI agents in QuickBooks and TurboTax as evidence that Intuit is positioned to capture more market share in industries ripe for automation. HubSpot also earned praise. The CRM challenger has rolled out ChatSpot, Breeze, and Breeze Intelligence, all tightly integrated with generative AI. With a culture of innovation and a unified tech stack, HubSpot could steadily gain share against larger
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