92% of Seat-Based Billing Companies Feel Anxious, 88% Aim for AI-BPO Shift: OPRO Releases Survey Report 'Two Common Sense Rules of B2B Subscriptions Broken by AI'

OPRO Inc. (Headquarters: Chuo-ku, Tokyo; President: Kazunori Satomi) has released a survey report titled 'Two Common Sense Rules of B2B Subscriptions Broken by AI' as part of its 2026 B2B Subscription Business Survey. With the spread of generative AI, the premise that 'humans use tools' is collapsing. As AI agents become capable of performing tasks, the sustainability of seat-based pricing models and software-centric service delivery is being questioned. The phrase 'SaaS is dead' is gaining traction in the industry to describe this shift. To understand how this structural change is permeating the Japanese market, a survey was conducted among 300 managers and decision-makers in B2B subscription businesses, focusing on 'billing models' and 'service value.' The survey highlights four key findings: the impact of AI extends beyond SaaS to the entire B2B subscription sector; there is widespread anxiety regarding seat-based billing; a significant shift toward AI-BPO is underway; and a clear performance gap has emerged between companies that have adapted and those that have not. The survey was conducted via an online panel through Rakuten Insight, Inc. from April 24 to 27, 2026.