AI’s Impact on Enterprise Software Spend and Displacement

AI is becoming both a driver of enterprise software spend and a source of displacement.

In some cases, buyers are spending more because new AI features create a reason to add seats, upgrade licenses, or expand usage. Figma is one example: roughly 25% of customers in our 1H ’26 data cited AI capabilities as a reason for increasing spend, up from no mentions in 2H ’25.

Elsewhere, buyers are starting to question whether they need to keep paying for the same software at all. Some HubSpot customers are planning to build internal tools with AI or shifting spend to more specialized products. 

This preview pulls together signals from more than 2,000 structured buyer discussions to look at where AI is helping vendors capture more budget and where displacement risk is starting to emerge.

We uncovered 101 instances of AI-driven software displacement in our latest enterprise applications research study. In the next month, we’ll release the full report that goes deeper on which vendors appear to be the biggest winners and losers as AI reshapes enterprise software spend.

In the preview

• Figma: AI-powered design-to-code is showing up as a driver of higher spend, including seat and license expansion beyond design teams.
• Atlassian: buyers describe Rovo as part of a broader AI workflow across development and collaboration tools, with about 80% positive commentary on Atlassian’s AI capabilities in the study.
• HubSpot: flat seats, specialist tools, consolidation, and growing interest in internal AI builds are putting pressure on incremental spend.
• monday.com and OpenText: weaker AI alignment and perceptions of legacy technology are showing up alongside broader conversion and consolidation pressure.

Join us for the discussion:

We’ll go deeper on these signals in our upcoming webinar, including where the evidence for incremental spend is strongest and where displacement risk is beginning to show up in buyer behavior.

Register for the live webinar on September 1st