Skip to content

2024 B2B SaaS Outlook: Lessons in AI Clarity, CX Evolution, and Cybersecurity Commitment

3 minute read

An interview with Amanda Whiteside, Head of GTM Revenue Enablement at Freshworks

To prepare for 2024 and equip ourselves with the tools we need to succeed, it is important to look back at the year that has gone by and the lessons we have learned. For this reason, we reached out to Amanda Whiteside, Head of GTM Revenue Enablement at Freshworks, to find out what she predicts for 2024 and what she will be focusing on this year.


One of the most profound lessons from 2023 in the B2B SaaS sector was the realisation that the rampant use of "AI" as a buzzword created substantial confusion, misunderstanding, and fear among customers. While artificial intelligence holds incredible potential, its application became so pervasive that customers often struggled to differentiate between genuine AI-driven solutions and mere marketing rhetoric.

Companies such as IBM and Google recognised the need to demystify AI for their B2B clients. Instead of relying solely on the buzzword, these industry leaders took a transparent approach, providing detailed explanations of how their AI technologies function and the tangible benefits they offer. IBM, for example, launched educational campaigns, webinars, and whitepapers to empower clients with the knowledge needed to make informed decisions about AI adoption.

Moreover, the fear of job displacement due to AI automation became a prevalent concern. Salesforce, acknowledging this fear, not only clarified how their AI tools aimed to augment human capabilities rather than replace jobs but also invested in reskilling programs. This proactive approach not only addressed customer concerns but also positioned Salesforce as a responsible industry leader fostering collaboration between humans and AI.

Overall, the deluge of AI-related marketing without clear communication led to confusion and apprehension among B2B SaaS customers. The industry learned the importance of demystifying AI, providing transparent information, and addressing customer concerns to build trust and facilitate informed decision-making.


In 2024, my prediction for B2B SaaS is a heightened focus for simplified user experiences. With the growing complexity of available features, benefits, and integrations, it is critical that companies present customers with clean and intuitive interfaces.

Major players like Microsoft are anticipated to emphasise the streamlining of user interfaces for their suite of tools. The goal is to enhance user experience through a cleaner aesthetic and more straightforward navigation. Microsoft's commitment to simplicity aims to empower users to efficiently navigate their robust software offerings without being overwhelmed by unnecessary complexities.

Additionally, companies like Slack are expected to lead the charge in creating more sophisticated integrations. Recognising the need for seamless collaboration, Slack's approach involves enhancing integrations with third-party applications, ensuring that users can enjoy a unified and straightforward experience without the hassle of juggling multiple platforms.


In the upcoming year, the strategic focus for B2B SaaS companies will centre around a deep commitment to cybersecurity helping to build confidence for future AI advancements while providing customers with clean, trustworthy aesthetics. This dual approach seeks to not only fortify digital defences against cyber threats but also enhance user confidence and loyalty by ensuring a visually appealing and secure digital experience.

Security, particularly in an era of increased digitisation, will be paramount. Industry leaders like Palo Alto Networks are expected to fortify their cybersecurity measures through the integration of advanced AI algorithms. By leveraging AI-driven threat detection and response systems, these companies aim to stay one step ahead of evolving cyber threats, providing clients with robust, adaptive security solutions.

Simultaneously, the emphasis on clean and trustworthy aesthetics is crucial. Companies such as Cisco, understanding the significance of user trust, will prioritise user interface design that communicates transparency and reliability. This involves not only aesthetically pleasing designs but also user interfaces that convey a sense of security, fostering confidence in clients interacting with their platforms.

Find out what other industry experts predict here. 

Keep up to date with the latest events, resources and articles.

Sign-up for the Engage Customer Newsletter.