Software? No Way. We’re an A.I. Company Now!

NYT Homepage

by Sarah Kessler

February 14, 2026

AI-Generated Deep Dive Summary

As software companies face unprecedented challenges due to advancements in artificial intelligence (AI), many are desperately rebranding themselves as AI innovators to avoid becoming obsolete. The article highlights how this shift is driven by fears of AI disruption, with chatbots potentially replacing traditional customer service roles and rendering existing software solutions redundant. For instance, Intercom, a customer service software company, recognized early on that integrating AI was crucial for survival. This existential crisis has led to an identity crisis across the industry, with companies of all sizes—from startups to established giants—adopting AI-focused branding strategies. The shift is evident in market trends, where software stocks have plummeted over the past year, erasing $2 trillion in market capitalization. Prominent firms like Salesforce and ServiceNow have seen their shares drop significantly, reflecting investor concerns about the future of traditional software. This panic has also influenced venture capital trends, with nearly all pitches from startups now incorporating AI elements to attract funding. The rebranding efforts include adopting ".ai" domains, using emojis like sparkles and magic wands, and emphasizing AI-driven solutions in marketing campaigns. These strategies aim to position companies as forward-thinking innovators rather than outdated software providers.

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Originally published on NYT Homepage on 2/14/2026