Deep: How are companies pricing their AI features?
AI feature pricing models explored. Analysis of Miro, Intercom, Figma, Spotify, X and more.
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A recent survey1 found that ~90% of mid-sized SaaS companies expect their business model to undergo either moderate or significant changes in the next year thanks to the disruptive impact of AI.
Over the past year or so, companies have scrambled to release new AI features and figure out their pricing strategies at the same time. Google and Microsoft ruffled some feathers when they announced that their Gemini and Copilot features would be included as standard - but with price hikes. Other companies like Intercom have adopted hybrid blends of seat-based and outcome-based pricing.
In this deep dive, we’re going to go deep into how companies are pricing their AI features in 2025. We’ll explore the most common types of pricing models that companies are adopting with over 25+ real world examples from companies including Adobe, WhatsApp, Twilio, X, Replit, Miro and others.
If you’re currently working on new AI features or you’re just interested in how AI feature pricing is evolving, this deep dive should hopefully come in handy.
Coming up:
A breakdown of how 25+ companies price their AI features including Adobe, Duolingo, GitHub, Airtable, Figma, Replit and more
Is outcome-based pricing for AI features really the future for SaaS companies?
Why one company’s decision to offer its AI features for free has led to a major backlash with users are threatening to delete it
The economics of AI features - How to price your own product’s AI features with factors to consider and 5 key questions to ask yourself
The list of 25+ companies and AI feature pricing models in full
How this Deep dive report is structured
This deep dive covers 25+ different examples of AI features and their pricing models across B2B and B2C products:
Company - the name of the company featured
AI features - the specific AI product or feature offered by the company e.g. Linear’s Pulse, Miro’s AI, Shopify Magic, Zoom Companion etc.
Pricing models - the pricing model adopted by the company for offering this specific AI feature. There are over 10 different AI feature pricing models included in this analysis - more details on that below.
How the model works - a description of how the AI feature pricing model works in practice for that specific feature.
Category - this analysis includes B2C and B2B companies to ensure it covers a wide selection of different types of products.
Link to more info - links to pricing pages and company blog posts to find out more about the pricing model.
AI feature pricing models explained
The analysis includes 10 different pricing models that companies have adopted for their features. These include:
Outcome based - where companies charge a flat fee for a value-based outcome e.g. resolving a customer problem. As AI agents take on more responsibilities, outcome based pricing models where customers are charged for each outcome are being adopted by some companies.
Bundled value - some companies bundle their AI features into their packages at no further cost. Google, for example, recently rolled out Gemini across all its Workspace plans, simplifying its pricing model.
Credits - a credit-based system works by giving users a set amount of AI feature credits that they can use across multiple different features.
Free - some of the companies featured include their AI features for free. We’ll share some examples of these companies and why. When AI features are in beta, they’re sometimes offered by companies for free, too. Figma is currently doing this with its Figjam AI features, for example. But offering AI features for free comes with its own risks.
Add-ons - some companies price their AI features as an add-on that is added to the total subscription fee.
A closer look at the pricing models of the companies featured
Now let’s take a closer look at the pricing models of the companies featured in this analysis. We’ll start with outcome based pricing models.