The software industry is entering a period of major change as artificial intelligence reshapes how companies build products, serve customers and create value. For established software firms, having a strong product is no longer enough. They increasingly need unique data, a willingness to adapt and a clear understanding of how AI can strengthen their competitive position.
Qualtrics CEO Jason Maynard recently shared his perspective on what software companies need to succeed as AI changes the technology landscape. His comments come as Qualtrics introduces its new XM Data and AI platform, designed to use experience data to help organizations predict outcomes and improve customer experiences.
The development offers useful Technology insights for businesses navigating the next stage of digital transformation. Moreover, it shows why companies need to think beyond simply adding AI features to existing products.
Reinvention Is Becoming a Business Necessity
According to Maynard, software companies need to be willing to reinvent themselves as artificial intelligence changes the market. This does not necessarily mean abandoning established products. Instead, businesses need to understand where their existing capabilities, customer relationships and data can create new opportunities.
This perspective is particularly relevant to the IT industry news landscape. Traditional software providers are facing competition from AI native businesses while simultaneously finding new ways to integrate AI into their platforms.
However, established companies have an important advantage. They often possess years of customer information, workflow knowledge and industry expertise. When that information is organized effectively, it can become an important foundation for intelligent products and services.
Proprietary Data Could Become a Major Advantage
One of the most important themes in the current software market is the growing value of proprietary data. AI models are becoming increasingly accessible, which means the model itself may not always provide a lasting competitive advantage.
Instead, unique business data and industry specific knowledge can help companies create more differentiated experiences. Qualtrics is positioning its extensive experience data as an important part of its AI strategy, particularly as it develops capabilities to simulate and predict customer outcomes.
Furthermore, Qualtrics completed its $6.75 billion acquisition of Press Ganey Forsta in May 2026. The transaction brought together Qualtrics experience management technology and a large healthcare experience dataset.
This strategy demonstrates how data assets can become central to technology transformation.
AI Is Changing Customer Experience
Artificial intelligence is also changing what customers expect from software companies. People increasingly expect digital experiences to be personalized, responsive and capable of anticipating their needs.
Qualtrics has positioned its new XM Data and AI platform around this shift. The company says the platform will use experience data and AI to simulate decisions, predict outcomes and help organizations respond to important moments across the customer journey. The platform is expected to become available in 2027.
As a result, customer experience is becoming more closely connected with technology strategy. Companies that can combine data with contextual understanding may be better positioned to create experiences that feel relevant rather than generic.
Lessons for Business Leaders
The changing software market offers important lessons for business leaders across industries. First, technology investments should support a clearly defined business objective. AI adoption without a meaningful purpose can create additional complexity without delivering sustainable value.
Meanwhile, organizations should examine the data they already possess. Customer records, employee feedback, operational information and industry knowledge can potentially become valuable resources for AI initiatives.
HR trends and insights also have an important role in this transformation. As companies adopt AI, employees need opportunities to develop new skills and understand how intelligent systems will change their daily responsibilities.
Therefore, successful transformation depends not only on technology but also on people, processes and organizational culture.
The Financial Case for AI Investment
AI transformation is also becoming an important topic for financial decision makers. Finance industry updates increasingly focus on whether technology investments can generate measurable returns rather than simply demonstrating technical capabilities.
For software companies, this means AI initiatives need to connect with revenue growth, customer retention, productivity or operational efficiency. Moreover, proprietary data can potentially strengthen these investments by helping companies develop products that competitors cannot easily reproduce.
Consequently, business leaders are beginning to evaluate AI through a broader financial lens. The question is no longer simply whether a company can implement AI but whether it can create lasting value from it.
Sales and Marketing Are Changing Too
The evolution of software technology is also influencing sales and marketing. Buyers are becoming more informed, while AI tools are making it easier for companies to personalize communication and analyze customer behavior.
Sales strategies and research are therefore becoming increasingly data focused. Businesses can use customer information to understand buying patterns, identify opportunities and improve engagement throughout the sales journey.
Similarly, Marketing trends analysis shows that organizations are moving toward more personalized and predictive approaches. Instead of relying entirely on broad audience segments, marketers can increasingly use customer signals to understand individual needs and anticipate potential actions.
This makes proprietary data valuable not only to product teams but also to sales and marketing organizations.
Why Adaptability Matters in the AI Era
The current technology environment rewards organizations that can adapt quickly. However, speed alone is not enough. Companies also need strong foundations that allow them to experiment while protecting customer information and maintaining trust.
Qualtrics has emphasized the importance of human context in its AI strategy. Its approach combines experience data with AI capabilities to understand what customers and employees need in specific situations.
Moreover, the company argues that experience data can help organizations move from simply measuring what happened toward predicting what may happen next.
This represents a broader change in enterprise technology. AI is increasingly being used not only to automate tasks but also to support more informed decisions.
Valuable Insights for Business Growth
The message from Qualtrics leadership reflects a larger shift across the software industry. As AI becomes more widely available, competitive advantage may increasingly depend on what companies uniquely know, how effectively they use their data and how quickly they can transform that knowledge into customer value.
For business leaders, the opportunity is to look beyond AI as a standalone technology. Strong results are more likely when AI is connected with proprietary information, skilled employees, customer understanding and measurable business objectives.
Ultimately, companies that combine technology innovation with deep industry knowledge may be better prepared for the next stage of digital transformation. The future of software will not simply belong to organizations with the most advanced AI tools. It may belong to those that know how to turn unique knowledge into lasting value.
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Source : wsj.com
