Amid the accelerating adoption of AI across sectors, the CEO of Microsoft, Satya Nadella, is quite vocal about the end of the pure-play SaaS era. Of course, this has sparked a discourse of sorts, with many arguing that AI will only enhance the traditional SaaS industry rather than become the harbinger of its end.

The argument holds heft, especially when SaaS organisations are doing everything in their might to avoid becoming obsolete in the age of AI. A great example is that of legacy SaaS giants like Workday and Salesforce, which have dedicated AI teams and are investing in R&D to offer AI-first capabilities to their users.

As far as many others of similar nature are concerned, a clear metamorphosis is visible from SaaS to AIaaS (AI-as-a-Service).

Witnessing this shift, companies are focussed on automating workflows or training bots and analytics assistants and integrating AI models like GPT, Claude, or Gemini. Such ready-to-use AI tools are helping businesses integrate intelligent features without the pain of building complex AI infrastructure from scratch.

In India, Whatfix is one of the few SaaS companies leading this change. Founded in 2013 by Khadim Batti and Vara Kumar, Whatfix is a B2B SaaS startup that enables organisations to make the most of software tools across applications/software like CRM, ERP, and project management.

Simply put, Whatfix is a B2B SaaS company that helps organisations improve software adoption and user productivity. The company makes it easier for people to use complicated business software, using in-app guidance and AI to boost productivity.

Its existing products include a digital adoption platform (DAP), a product analytics platform, and Whatfix Mirror, which creates an interactive simulation of web applications for virtual hands-on user training.

However, Whatfix’s tryst with AI began in 2019. Nearly five years later, all its products are AI-enabled.

Headquartered in Bengaluru, the startup currently receives a majority (about 68%) of its revenue from the US market, while it generates around 22-24% from the UK, Germany, and France. India, Australia and Singapore contribute nearly 10% to its revenue stream.

In FY24,

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