The Rising Challenge: Artificial Intelligence Impact on Software Companies’ Costs

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  • Artificial intelligence (AI) products are posing cost challenges for software companies with high valuations and gross profit margins.
  • The competition to develop digital co-pilots in graphic design and online workspaces is intensifying.
  • Leading companies like Microsoft, Google, Adobe, and Canva are heavily investing in AI.
  • AI adoption can increase costs for software companies in two ways: higher charges from cloud service providers and expenses related to developing proprietary AI models.
  • Software-as-a-service (SaaS) companies depend on cloud giants to deliver their products without the need for physical infrastructure.
  • Executives at SaaS businesses face the dilemma of how to price AI products to cover increased variable consumption and development costs.
  • Canva, a potential IPO candidate, offers free basic products but charges for more advanced AI features.
  • Charging a fixed monthly fee as variable consumption costs rise may lead to lower gross profit margins.
  • Analysts monitor gross and operating profit margins for indications of input costs or structural changes.
  • Companies must decide whether to pass increased costs to customers or prioritize short-term growth over profitability.
  • Canva’s venture capital backers may seek opportunities to monetize their investments through an IPO.
  • Financial disclosures and AI investments will receive attention leading up to Canva’s anticipated IPO.

Main AI News:

The rapid advancement of artificial intelligence (AI) products poses a significant threat to software companies, particularly those with expensive valuations and high gross profit margins. Professional investors find themselves grappling with the implications as they navigate the competitive race to develop digital co-pilots for users in graphic design and online workspaces.

Prominent players like Microsoft Designer, Google Docs, Adobe, and Australia’s tech star Canva, with its potential $30 billion acquisition of AI player Figma, are heavily investing in AI to enhance user productivity. However, the utilization of AI introduces cost pressures that could potentially impact tech businesses in two primary ways.

Firstly, the adoption of off-the-shelf large language models (LLMs) from OpenAI by software companies could affect their gross margins. This is because increased demand for data and computing power would likely result in higher charges from cloud service providers, such as Amazon Web Services. Nearly all software-as-a-service (SaaS) companies, including Canva, rely on cloud giants to deliver their software products to customers, eliminating the need for physical infrastructure investments.

Secondly, if a tech giant or software player opts to develop their own LLM, it could lead to higher costs. These expenses would manifest as capital expenditures and research and development costs, impacting operating expenses beyond the gross margin line.

Consequently, executives at SaaS businesses face the challenge of determining how to price AI products to cover higher variable consumption costs and additional development expenses.

The AI Dilemma: Striking the Right Balance

Canva, a potential candidate for an initial public offering (IPO), offers its basic product suite for free. However, the Canva Pro product, priced at $17.99 per month, and the Canva Teams product, priced at $20.99 per month, provide more advanced AI features under a traditional monthly SaaS-style payment plan. Nonetheless, as variable consumption costs rise, charging users a fixed monthly fee can potentially lead to lower gross profit margins.

Traditionally, analysts scrutinize gross and operating profit margins in retail, medical device, and software businesses, as declining margins indicate higher input costs or structural changes. Conversely, rising margins suggest a company has stable fixed costs and a sought-after product, enabling them to raise prices without fear of customer attrition.

However, as the transformative effects of AI permeate the enterprise software industry, companies must make crucial decisions. They must weigh whether to pass increased costs onto customers by adjusting pricing models or endure a short-term profitability setback in order to sustain customer growth and sales.

Currently, Canva remains privately held, and any cost pressures are purely speculative. The development of its AI products does not necessarily imply an inevitable decline in margins if the company can outpace the cost of goods sold through robust sales growth. Nonetheless, Canva’s venture capital backers and professional investors, including Baillie Gifford, an investment management firm, will likely seek opportunities to monetize their investments through a future IPO.

If Canva is compelled to disclose its financials to investors ahead of the highly anticipated IPO, attention will undoubtedly be focused on the returns from its substantial AI investments and the trajectory of its gross and operating profit margins.


The rise of artificial intelligence products in the software industry presents both opportunities and challenges for the market. While leading companies are investing heavily in AI to enhance user productivity, the increased costs associated with AI adoption could impact software companies’ profitability and pricing strategies.

This dynamic creates a need for careful cost management and pricing decisions to strike a balance between sustaining customer growth and maintaining gross profit margins. Market players must closely monitor the evolving landscape of AI and its implications for business models as they navigate the transformation brought about by this technology.



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