The human buyer may be disappearing faster than most SaaS companies realize. After comments from Insight Partners co-founder Jerry Murdock about the rise of AI agents making purchasing decisions, a bigger question emerges: what happens when software is no longer evaluated by people? For decades SaaS companies built products, interfaces, and sales motions for human decision makers. But if autonomous agents begin researching, testing, and selecting vendors, the entire model of SaaS marketing and sales could change.
Insight Partners co-founder Jerry Murdock recently argued that the “human buyer” could disappear sooner than people expect.
Most people interpreted that as AI simply helping humans research software faster. But the bigger implication is something very different.
What if the buyer itself isn’t human?
For the past two decades SaaS companies built everything around human limitations:
Dashboards to interpret data
Menus and interfaces to navigate complexity
Demos and sales calls to guide decisions
Marketing funnels and nurture campaigns to influence buyers
The entire SaaS ecosystem evolved around a biological decision maker.
But in an agentic world, that changes.
Instead of a human researching vendors, an AI agent could evaluate products, run tests, compare results, and choose the best option automatically.
That means:
No demos
No product tours
No nurture campaigns
No traditional buying journey
Just machine-to-machine evaluation.
If that shift happens, the companies that survive will design products and infrastructure that autonomous agents can consume directly.
Everyone else may spend the next few years improving interfaces that humans never use.