Abhilash John The Unstoppable Rise of Usage-Based Pricing: Why AI Companies Are Leading the Charge
How SaaS pricing is shifting from subscriptions to usage-based models, driven by AI economics.
Something interesting has been happening in the software industry over the past few years, and if you’re paying attention to how SaaS companies price their products, you’ve probably noticed it. Traditional subscription models, where customers pay a fixed monthly or annual fee, are quietly giving way to something more dynamic. Companies across the industry are adopting usage-based pricing, and this shift is accelerating faster than most people realize.
The numbers tell the story
The numbers tell a remarkable story. In 2018, roughly a quarter of SaaS companies had adopted usage-based pricing. By 2022, that figure had climbed to nearly half. Even more telling is that another 61% of companies are actively testing or planning to launch usage-based models. We’re watching a fundamental transformation in how software value gets exchanged between vendors and customers, and artificial intelligence is the catalyst driving this change forward.
Why AI makes usage-based pricing inevitable
The connection between AI and usage-based pricing isn’t coincidental. When you build a tool that processes images, generates text, or analyzes data using AI models, every operation carries a direct, measurable cost. Running inference on language models consumes compute resources. Generating images requires GPU time. Processing voice synthesis burns through API credits. Unlike traditional software where the marginal cost of an additional user is essentially zero, AI services have real, variable costs that scale with consumption.
Consider what this means from a business perspective. If you’re running an AI-powered image generation service, serving a customer who generates 10 images costs you dramatically less than serving one who generates 10,000 images. The same logic applies across language models, voice synthesis, video processing, and every other AI capability. Each feature carries its own compute burden that scales directly with usage, creating an economics problem that flat subscription pricing simply can’t solve elegantly.
How do you price a subscription when one customer might make 100 API calls per month while another makes 100,000? You could price for the average user, but then you risk losing heavy users to competitors who offer more flexible pricing. Or you could price for power users, but then you exclude the very customers who might grow into your best accounts over time. Neither approach feels right, and both create friction in the market.
Usage-based pricing resolves this tension by aligning what customers pay with what they actually consume and what it costs you to deliver the service. When the cost structure naturally varies with usage, the pricing should too. This seems obvious in retrospect, but it represents a significant departure from decades of subscription software business models.
The transparency problem nobody’s solved yet
The challenge, though, lies in execution. While usage-based pricing offers tremendous theoretical benefits, implementing it in a way that works for both vendors and customers proves surprisingly difficult. The primary obstacle is transparency and predictability. As a potential customer evaluating an AI tool, you’re often left puzzling over what you’ll actually end up paying. The pricing unit might be tokens, credits, API calls, or some proprietary metric that doesn’t clearly map to your actual use case. You want to calculate ROI and budget accordingly, but you’re missing the frame of reference to estimate how many units you’ll need.
Take language models as an example. If pricing is per token, how many tokens does it take to process your average customer support inquiry? If an image API charges per generation, how does that translate to your monthly volume of product photos? These questions sound straightforward but prove remarkably difficult to answer in practice. That friction slows down adoption and decision-making at exactly the moment when vendors want customers to feel confident moving forward.
The vendor side isn’t much easier. As companies add new AI capabilities, they find themselves constantly adjusting pricing pages. Every new feature potentially requires a new pricing tier or usage metric. The pricing pages grow increasingly complex, and communicating the total cost of ownership becomes nearly impossible without extensive documentation and examples. You end up in a situation where both sides of the transaction feel uncertain about what’s happening, which isn’t a recipe for smooth product adoption.
Product-led growth changes everything
There’s another dimension worth considering here. Usage-based pricing fundamentally operates as a product-led growth motion, quite different from traditional enterprise sales. Instead of customers committing to annual contracts upfront, usage-based models let them start small and scale up organically as they find value. You can experiment without major commitment, and as you derive more value from the product, you naturally consume more resources and pay more. Revenue grows in lockstep with customer value realization rather than through negotiated contract expansions.
This creates a beautiful alignment of incentives when it works well. The problem is that this product-led motion requires exceptional product experience and pricing clarity to succeed. Customers need to understand exactly what they’re getting and what they’ll pay. Any confusion or opacity in pricing becomes a significant barrier to adoption, which is particularly problematic when you’re trying to minimize friction and let customers self-serve their way into your product.
Where this is all heading
Looking ahead, the momentum behind usage-based pricing shows no signs of slowing. As AI capabilities become embedded in more everyday software tools, and as customers grow more sophisticated in their consumption patterns, the pressure for fair and transparent usage-based models will only intensify. The technology itself is evolving so rapidly that pricing models need flexibility to accommodate new capabilities while remaining comprehensible to customers who are already managing plenty of change in their own businesses.
The companies that succeed in this environment will be those that can effectively communicate their pricing, help customers predict their costs, and provide tools that make usage-based models feel as comfortable and predictable as traditional subscriptions. This isn’t just about picking the right value metric or setting competitive price points. It’s about building an entire experience around pricing transparency that reduces uncertainty for customers at every stage of their journey.
What we’re witnessing isn’t a temporary trend that will fade when the AI hype dies down. Usage-based pricing represents a fundamental evolution in business model design, driven by the underlying economics of AI services. The model’s growth from 27% adoption to 46% in just four years, with another 61% of companies actively exploring it, signals a permanent shift in how software value gets exchanged.
The question moving forward isn’t whether usage-based pricing will continue growing. That trajectory seems clear. The real question is which companies will master the art of communicating and implementing it effectively. As the market matures, the ability to clearly articulate value metrics, help customers estimate costs, and demonstrate ROI will become just as important as the AI capabilities themselves. The technical innovation still matters tremendously, but it needs to be matched with pricing innovation that actually works in practice for real customers making real purchasing decisions.