Listen in the Podli app 🎧
Follow your favourite podcasts, listen offline and in the car with CarPlay and Android Auto, and always pick up where you left off. Free to try.
In one week, Salesforce and HubSpot both showed the mid-market what an AI agent will cost, and the answer is a second meter running next to the seats you already pay for. Salesforce shipped its own reasoning model, Koa, to pilot customers with general availability months away and no price. It paired user seats with preset credit allowances and gave its agents first names. A Salesforce plug-in opened to every paid plan of a frontier lab's assistant, with no combined price. HubSpot did the one thing Salesforce did not: it published a price list, by the action, in credits.
Then two analysts asked twenty Salesforce customers what agents do to the bill. Three in four of those who had modelled it expected their Salesforce spending to rise. Fourteen were asked where the money came from. Not one said the old bill.
In this episode, Stephen Forte covers:
- What shipped at Dreamforce. Koa, trained on twenty-seven years of Salesforce CRM intelligence, in pilot now, general availability expected winter 2026 in US regions, unpriced. Seat bundles with preset credits. Piper, Hunter and Fin.
- Two vendors, two meters, one workflow. A Salesforce plug-in on every paid Claude plan, thirty-seven prebuilt sales skills, seven thousand sellers already on it, and no mention of pricing.
- HubSpot's price list. Nine US dollars per thousand credits on the annual rate. A thousand credits per content piece, five hundred per invoice chased, ten per nurture email, fifty per resolved service conversation. Arithmetic a CEO can do in the car.
- The twenty interviews. Five to fifteen percent of Salesforce spend going to agents. None of fourteen shifting existing budget. Seventy-five percent expecting the bill to rise under headless access.
- The reframe. The seat was a ceiling: you knew the worst case on the first of the month. The meter is a floor with no natural top except the work itself. A rental car and a taxi both get you to the meeting; only one keeps counting in traffic.
- The close. Walk into the next renewal with two numbers, what the seats cost and what the meter will run. If the vendor can only give you the first, that is the answer.
A note on the customer figures: they come from twenty in-depth interviews conducted over five business days, not a statistical survey, and are aired exactly as the analysts printed them.
Sources:
- Salesforce, Koa press release, 15 September 2026: https://www.salesforce.com/news/press-releases/2026/09/15/koa-reasoning-model/
- Moor Insights and Strategy, Dreamforce 2026 field notes, 18 September 2026: https://moorinsightsstrategy.com/field-notes/at-dreamforce-2026-salesforce-goes-all-in-on-agentic-ai/
- Anthropic, Salesforce in Claude, 15 September 2026: https://claude.com/blog/salesforce-in-claude
- HubSpot pricing page (credits): https://www.hubspot.com/pricing/suite
- SiliconANGLE, Dave Vellante and George Gilbert, Salesforce after Dreamforce, 19 September 2026: https://siliconangle.com/2026/09/19/salesforce-after-dreamforce-how-the-crm-giant-can-grow-beyond-its-own-interface/
The AI Brief from the YPO Technology Network is a daily executive briefing on the AI developments that matter to business leaders. Hosted by Stephen Forte.
