From my experience, most software resellers tend to lag behind when it comes to running their businesses. Typically, the changes they make are driven by vendors aiming to adapt to market trends, boost competitiveness, or increase profitability.
In many cases, this means resellers are relying on someone else to figure out their strategy and business roadmap. Few take the initiative to look beyond vendor guidance, which results in a lack of differentiation. Most resellers focus on core services like software sales—whether perpetual licenses, maintenance, or subscriptions—and basic offerings such as deployment, help desk support, and training.
This reseller model is similar to selling cars. The shift from selling cars outright to leasing them, with the added option of electric vehicles alongside traditional models, is a parallel. But beyond that, the business hasn’t changed much.
If you’re a reseller, perhaps your team is experimenting with generative AI or automating processes. But wouldn’t you like to discover entirely new revenue streams to grow your business?
I thought so. By leveraging AI technologies, resellers can create new services, enhance existing products, and position themselves as industry leaders.
And if you think this is just a passing trend, consider PwC’s 27th Annual CEO Survey: about two-thirds of CEOs, both globally and in the U.S., believe generative AI will have a significant impact on their businesses.
If you haven’t looked beyond basic process automation yet, let me introduce you to Ten ways B2B software and SaaS resellers can use generative AI to unlock new revenue streams.
1. AI-Powered Content Creation Services
One of the most accessible applications of generative AI is in content creation. B2B software resellers can offer AI-generated content services to clients, such as:
- Marketing materials
- Blog posts
- Social media content
These services can be marketed as value-added offerings to attract new clients or upsell existing customers. With AI’s ability to quickly and efficiently generate high-quality content, businesses can meet client demands while cutting production costs. Chances are, your application engineers and marketing team are already working on something similar.
2. Customized AI Chatbots and Virtual Assistants
Generative AI enables the creation of tailored chatbots and virtual assistants that can be customized for specific industries or client needs. These AI-driven assistants can:
- Handle customer service inquiries
- Schedule appointments
- Assist with product navigation
By developing and reselling these intelligent solutions, resellers can offer a new product line that boosts client engagement while improving operational efficiency.
3. AI-Enhanced Software Features
Another lucrative way to generate revenue is by integrating AI capabilities into existing software offerings. Resellers can introduce AI-driven features, such as advanced analytics or automated reporting tools, to create premium software versions. Clients who need deeper insights or faster decision-making capabilities may opt for these upgrades, creating an additional source of income.
Admittedly, this can be challenging for resellers limited to configuring products they don’t own. However, if you’re developing your own complementary products, this approach becomes much more applicable.
4. AI-Driven Data Analysis and Insights
Businesses today have more data than ever before, and many struggle to extract actionable insights from it. By offering AI-driven data analysis services, resellers can provide advanced solutions that help clients:
- Understand customer behavior
- Identify market trends
- Improve operational efficiency
These services can open up new consulting revenue streams, positioning resellers as trusted advisors in the data-driven decision-making process. The reseller’s largest customer may actually be themselves.
5. AI-Based Code Generation Services
In the world of software development, speed is often critical. Generative AI can accelerate software development by automating code generation. Resellers can leverage this technology to provide services that generate:
- Code snippets
- Entire software modules
This helps clients speed up their development cycles, reduce costs, and improve overall project efficiency. Offering AI-powered development assistance can also attract clients in need of fast, cost-effective solutions.
Generative AI also broadens who can write code. I hadn’t written any code in over 20 years, but last month, I used ChatGPT to write Python code. It guided me through installing Python, followed my instructions to write, debug, and extend the code. Best of all, it worked perfectly!
6. Generative AI Consulting Services
As businesses explore the potential of AI, many will need guidance on how to implement these technologies effectively. By offering generative AI consulting services, B2B resellers can position themselves as thought leaders and open up new revenue opportunities. Consulting services may include:
- AI strategy development
- Implementation roadmaps
- Training on AI integration
This not only positions the reseller as an expert in the field but also strengthens relationships with existing clients. You might think, “We sell major ‘xyz’ software, not AI solutions.” However, chances are, you’re already an AI reseller due to the new AI-driven features in the products you offer.
Beyond that, AI training is a huge untapped opportunity. PwC and other studies show that only about 6% of companies have done any formal AI training, and few executives feel confident in the topic. Now is the perfect time to establish yourself and guide clients through the AI adoption process, as it aligns with your business.
7. AI-Powered Personalization Engines
User experience is key in today’s digital landscape. With AI-powered personalization engines, resellers can develop systems that offer customized experiences for users, including:
- Personalized recommendations
- Dynamic content based on user behavior
By selling these engines as add-on services, resellers can help clients improve their engagement metrics, driving better outcomes and stronger customer relationships. There is a thriving business in ChatGPT based on custom GPTs. A custom GPT is a version of ChatGPT that has been fine-tuned or adapted to perform specific tasks or cater to particular domains by training it on specialized data (e.g. yours).
8. AI-Driven Training Programs
With generative AI tools becoming more sophisticated, many businesses will need help getting up to speed. Resellers can offer training programs and workshops focused on using these AI tools effectively. By providing educational services, resellers can:
- Attract new clients
- Strengthen relationships with current customers
These training sessions can be sold as one-off services or part of a long-term educational offering, creating additional revenue opportunities.
9. New AI SaaS Products
B2B resellers can take a more ambitious approach by creating and selling entirely new SaaS products built around generative AI. These products could cater to emerging market needs, such as AI-driven content management systems or predictive analytics tools. By tapping into these new technologies, resellers can expand their product portfolio and offer cutting-edge solutions to their clients.
10. AI-Enabled Automation Tools
Generative AI can automate a wide range of routine tasks, from automated report generation to data entry. Resellers can develop and sell AI-powered automation tools that save clients time and resources. These tools can be offered as:
- Standalone products
- Premium features within existing software
By incorporating automation into their offerings, resellers can deliver enhanced productivity solutions to clients while creating new sources of recurring revenue.
Wrapping Things Up
Generative AI is a powerful tool that opens up a myriad of opportunities for B2B software and SaaS resellers. By integrating AI-driven features, offering consulting and training services, and developing new AI-powered products, resellers can not only diversify their offerings but also provide significant value to their clients. This, in turn, helps resellers stay competitive in the marketplace while generating sustainable revenue streams.