16th March ATX Side event - AI for SaaS goes Authentic Sauna

​"As AI has accelerated development cycles, , exceptional customer insight and clarity of direction are more critical than ever"

​For the last 20 years, SaaS companies have built the digital infrastructure of the enterprise — systems of record, trusted workflows, and deep customer relationships.

​Now AI-native companies are challenging that foundation.

​They move faster.
They rethink UX from scratch.
They design around agents, not seats.

​But legacy SaaS companies hold something AI-native startups don’t:

• ​Massive proprietary workflow data

• ​Long-term customer trust

• ​Embedded distribution across global customers

• ​Permission to operate inside mission-critical systems

​If incumbents fully activate that data with AI, they may not be disrupted — they may dominate.

​During last months the tools have made the development faster than ever. Millions of lines of code generated by smaller and smaller teams.

​But the most important question for next years is: for what?

​The essence of product vision and product management just went off the rails.

​Does proprietary data + distribution beat AI-native speed and reinvention? Run as fast as you can - or head for clarity?

​At SXSW, we bring together leaders from legacy SaaS, AI-native startups, and the investors backing different sides to debate:

• ​Clarity and direction: when speed is enormous, why, what and direction matter more than ever - how to make sure customers needs are met

• ​Is speed getting too much attention

• ​Is proprietary data the ultimate AI moat — or overrated?

• ​When customers do not understand opportunities of AI, how can you design for them

​We need clarity, honesty and transparency more than ever. This isn’t a polite panel.