Industry shift toward AI bundling
Microsoft’s bundling approach reflects a broader industry shift, in response to Sanchit Vir Gogia, chief analyst and CEO at Greyhound Research. “Customers rarely buy AI as an isolated feature, so vendors are turning it into a part of the core suite,” Gogia said. “For Microsoft, adding Copilot straight into Word, Excel, and Outlook ensures that each user encounters its capabilities of their each day routine.”
Nevertheless, the strategy introduces transparency risks extending beyond consumer markets. “Once an AI feature becomes the default slightly than an explicit decision, the boundary between added value and compelled adoption becomes blurred,” Gogia said. He added that leaders are actually writing “AI transparency clauses” into renewal contracts to stop surprise increases tied to latest automation features.
“Optional AI lets finance and risk teams ring-fence cost, audit usage, and choose when to scale,” Gogia said. “Bundled AI removes that visibility. Vendors that trade clarity for faster uptake may gain short-term revenue but risk long-term erosion of customer confidence.”