100% agree. I’ve been writing the last few weeks on this exact point. More of your customers are spending the majority of their time in ChatGPT and Claude. They start to see your lack in connectivity as a friction that they will eventually solve for. Either through jumping to your competitor who has a well supported MCP and embedded experience or thru workarounds to interact with your product in ways you did not plan for or support.
The measurable version of this is already visible in search. Ahrefs ran 15,000 queries and found only 12% of the URLs cited by AI assistants rank in Google’s top 10 for the same query. The surface a model pulls from is not the surface a person browses, and there is no ad auction to buy onto it. So the asset stops being your interface and becomes whatever a machine can read, verify and cite without a human in the loop. Most companies spent fifteen years optimising the other one.
I love the title! And honestly, that’s exactly how I want to use most SaaS tools now too.
100% agree. I’ve been writing the last few weeks on this exact point. More of your customers are spending the majority of their time in ChatGPT and Claude. They start to see your lack in connectivity as a friction that they will eventually solve for. Either through jumping to your competitor who has a well supported MCP and embedded experience or thru workarounds to interact with your product in ways you did not plan for or support.
The measurable version of this is already visible in search. Ahrefs ran 15,000 queries and found only 12% of the URLs cited by AI assistants rank in Google’s top 10 for the same query. The surface a model pulls from is not the surface a person browses, and there is no ad auction to buy onto it. So the asset stops being your interface and becomes whatever a machine can read, verify and cite without a human in the loop. Most companies spent fifteen years optimising the other one.