B2B AI Agents are attracting a wave of interest and investment. One of the best known examples is Intercom’s Fin AI with its outcome based pricing model. Ibbaka generated a value model for Fin AI and then looked at what this suggests about the pricing model. Generated value models are a recent innovation by Ibbaka where generative AI is used to generate value models from publicly available data.

Agentic technology or AI agents are one of the emerging themes for 2025. What functions can be packaged as agents? How will agents be priced? Integrations are a useful case study. Agentic AI approaches to integration offer more value than automation and will likely take over the highest value applications.