AI Knowhow The New Services Playbook
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Dec 15, 2025 Join Chris Barbin, CEO at Tercera, and Michelle Swan, CMO at Tercera, as they unravel the transformative impact of AI on services firms. They argue that AI won't spell extinction but will drive evolution, advocating for a shift to 'Services as Software.' Discover how effectiveness trumps size, with smaller teams delivering faster outcomes. The duo delves into the change from hourly billing to outcome-based pricing, transparency in AI governance, and the necessity for firms to embrace AI internally to build trust with clients. Tune in for actionable insights!
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Services Won’t Disappear Overnight
- AI will reshape parts of the $1.5T services industry but is not an extinction-level event.
- Different sectors, geographies, and delivery models will experience varied impacts over time.
Rise Of Services As Software
- A new category, “services as software,” automates service elements through a software-like experience.
- It will take share from both traditional services and software while reshaping competitive leaders.
History Repeats With Labor Arbitrage
- Chris likened AI-driven disruption to prior labor arbitrage and offshoring shifts in services.
- He noted that big offshore players will feel high urgency to adopt AI or risk losing share.