Oct 16, 2026 · 5 min · 7 segments
**This is an Impact Pricing Blog published on August 3, 2026, turned into an audio podcast so you can listen on the go.** **Read Full Article Here…
Most companies blame the technology, but the real issue is how much change they are asking their buyers to accept.
There is a continuum.
At one end sits optimization AI, capabilities that help buyers do an existing job better, faster, more accurate, less manual.
The buyer's world does not fundamentally change.
They just do what they already did better.
At the other end sits transformation AI, capabilities that ask whether the job should be done by a person at all.
The buyer's not improving a workflow, they are replacing it or restructuring it or making it irrelevant.
Small bites are easier.
Big bites are harder.
It sounds obvious until you realize most companies treat them exactly the same way.
Most companies blame the technology, but the real issue is how much change they are asking their buyers to accept.
There is a continuum.
At one end sits optimization AI, capabilities that help buyers do an existing job better, faster, more accurate, less manual.
The buyer's world does not fundamentally change.
They just do what they already did better.
At the other end sits transformation AI, capabilities that ask whether the job should be done by a person at all.
The buyer's not improving a workflow, they are replacing it or restructuring it or making it irrelevant.
Small bites are easier.
Big bites are harder.
It sounds obvious until you realize most companies treat them exactly the same way.
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