In one week, Salesforce and HubSpot both showed the mid-market what an AI agent will cost, and the answer is a second meter running next to the seats you already pay for. Salesforce shipped its own reasoning model, Koa, to pilot customers with general availability months away and no price. It paired user seats with preset credit allowances and gave its agents first names. A Salesforce plug-in opened to every paid plan of a frontier lab's assistant, with no combined price. HubSpot did the one thing Salesforce did not: it published a price list, by the action, in credits.

Then two analysts asked twenty Salesforce customers what agents do to the bill. Three in four of those who had modelled it expected their Salesforce spending to rise. Fourteen were asked where the money came from. Not one said the old bill.

In this episode, Stephen F ...