Industry shift toward AI bundling
Microsoft’s bundling approach reflects a broader industry shift, according 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 part of the core suite,” Gogia said. “For Microsoft, adding Copilot straight into Word, Excel, and Outlook ensures that every user encounters its capabilities in their daily routine.”
However, the strategy introduces transparency risks extending beyond consumer markets. “Once an AI feature becomes the default rather than an explicit decision, the boundary between added value and forced adoption becomes blurred,” Gogia said. He added that leaders are now writing “AI transparency clauses” into renewal contracts to prevent surprise increases tied to new automation features.
“Optional AI lets finance and risk teams ring-fence cost, audit usage, and decide 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.”
