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"Build, Don't Buy" - Our Perspective on Software and AI
AI is everywhere - at least on the surface. If you open most SaaS tools today, you’ll likely see AI badges, assistants, or chatbots claiming to revolutionise productivity. But more often than not, these features offer little more than novelty. They feel like what they are…bolt-ons, retrofits, or rushed responses to industry pressure. And from our point of view at New Icon, that’s not innovation - that’s marketing.
The Reality Behind AI in SaaS
We’ve seen major players like Google and Microsoft integrate tools like Gemini and Copilot into their platforms. On paper, it’s exciting… AI at your fingertips, embedded
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