Impact Pricing19 Maj 2025

Pricing in the Agent Economy: The Future Beyond Subscriptions with Steven Forth

Steven Forth is the Co-founder & CEO of Ibbaka and a recognized expert in generative AI in pricing. With extensive experience in the intersection of artificial intelligence and pricing strategies, provides valuable insights into how agents are transforming the pricing landscape.

In this episode, Steven discusses the concept of AI agents, their role in pricing, and how they can deliver value in various contexts. Together, they explore the implications of AI-driven agents on user interfaces, pricing strategies, and the future of business interactions.

Why you have to check out today's podcast:

Understand what agents are and how they differ from general-purpose AI.
Discover how pricing strategies for agents can be structured around value delivery.
Learn about the future of agent-to-agent interactions and their impact on pricing.

"Understanding what job your agent is going to do is critical for pricing."

– Steven Forth

Topics Covered:

02:07 – Definition of agents and their functionality.

03:17 – Differences between agents and general-purpose AI like ChatGPT.

05:11 – User interface simplicity and complexity in agent design.

08:16 – The AI agent layer cake and its implications for pricing.

11:12 – Access and usage-based pricing for agents.

14:03 – Outcomes-based pricing and its challenges.

16:16 – Tokenization.

20:27 – The importance of understanding the job an agent performs for pricing.

24:31 – Steven's insights on the evolving landscape of pricing strategies.

31:28 – Steven's pricing advice around agents.

31:53 – How to connect with Steven.

Key Takeaways:

"Agents make it easier to do things, and if those things are valuable, we're going to do them a lot more." – Steven Forth

"Pricing agents will require a shift in how we think about value delivery." – Steven Forth

Resources and People Mentioned:

Jakob Nielsen: https://en.wikipedia.org/wiki/Jakob_Nielsen_(usability_consultant)
OpenAI: https://openai.com/
Zilliant: https://zilliant.com/
Perplexity: https://www.perplexity.ai/
Salesforce's Agent Force: https://www.salesforce.com/ap/agentforce/
Marc Benioff: https://en.wikipedia.org/wiki/Marc_Benioff
AI Agent Layer Cake: https://www.ibbaka.com/ibbaka-market-blog/how-to-price-ai-agents

Connect with Steven Forth:

LinkedIn: https://www.linkedin.com/in/stevenforth/
Email: steven@ibakka.com

Connect with Mark Stiving:

LinkedIn: https://www.linkedin.com/in/stiving/
Email: mark@impactpricing.com

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(500)

Buyer Insight: Buyers Are Rational, It's the Sellers That Aren't

This is an Impact Pricing Blog published on March 16, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/buyers-are-rational-its-th...

29 Maj 5min

AI Agents, Zero Humans, and the End of SaaS Per-Seat Pricing with Ajit Ghuman

Ajit Ghuman is the co-founder of Monetizely, former VP of Product at Segment, and author of Price to Scale. In this episode, Ajit breaks down one of the biggest pricing challenges AI companies are abo...

25 Maj 30min

Buyer Insight: Credits Trade Clarity for Flexibility

This is an Impact Pricing Blog published on March 9, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/credits-trade-clarity-for-f...

22 Maj 4min

Your Customers Don't Care About AI (And That's Your Pricing Problem) with Dan Balcauski

Dan Balcauski is the founder of Product Tranquility, where he helps B2B SaaS companies improve pricing, packaging, and monetization strategy. In this episode, Dan breaks down the uncomfortable realit...

18 Maj 29min

Buyer Insight: If Buyers Can't Explain It, You've Not Sold It

This is an Impact Pricing Blog published on March 2, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/if-buyers-cant-explain-it-y...

15 Maj 3min

The Four Conversations That Change How Buyers Decide with Blair Enns

Blair Enns is the founder of Win Without Pitching, author of The Four Conversations, and co-host of the 2Bobs podcast. He helps experts, agencies, and consultants move from being treated like vendors ...

11 Maj 28min

Buyer Insight: Why AI Is Making SaaS Metrics Grow Up

This is an Impact Pricing Blog published on February 23, 2026, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/why-ai-is-making-saas-m...

8 Maj 4min

Why the Same Product Shouldn't Have One Price (And What to Do Instead) with Bobby Moesta

Bobby Moesta is the President & CEO of The Re-Wired Group, where he helps companies understand why customers buy.He is the co-creator of Jobs to Be Done alongside Clayton Christensen, and has spent de...

4 Maj 30min