# Pricing Strategy for B2B and AI Companies Willingness to Pay offers pricing solutions in the AI era. - **Source:** [SaaStr](https://www.saastr.com) - **Published:** 2026-07-11 - **Topic:** [Sales & BD](https://brifing.si/c/sales) - **Original article:** - **On Brifing:** https://brifing.si/s/6daa6fb6-52d7-4b13-8862-c56017261a43 ## The Challenge of Pricing Pricing for B2B and AI companies has become increasingly complex, especially with AI altering cost structures. Traditional per-seat pricing models no longer suffice. ## Willingness to Pay Led by Ulrik Lehrskov-Schmidt, Willingness to Pay solves pricing challenges for giants like Microsoft, SAP, and Intel. With over 200 pricing redesigns, they offer a proven track record. ## The Impact of AI AI has disrupted pricing models by making costs variable. Per-seat pricing no longer aligns with customer usage, leading to reduced profitability. ## New Pricing Models Companies are transitioning to usage-based, credit-based, and outcome-based models. These models reflect the true value delivered to customers, boosting profitability. ## WTP's Principles WTP focuses on pricing based on customer value, not product features. By considering the customer’s alternative costs, they enhance pricing success. ## The Importance of Pricing Correct pricing is the highest-leverage factor for B2B companies. In the AI era, pricing is no longer just a finance topic but a core product strategy. ## Sources covering this story - https://www.saastr.com/saastr-ai-app-of-the-week-willingness-to-pay-the-pricing-firm-b2b-ai-companies-call-when-per-seat-stops-working/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._