Intercom's pivot to its AI product Fin (and its subsequent acquisition by Salesforce) is used as a case study in rebuilding a product from first principles around AI without losing the thread to the customer's actual job — resolving a support ticket — rather than adding AI "for AI's sake."
The distinction matters because AI-native rebuilds fail when they lead with the technology instead of the outcome: a support product that showcases AI capability but doesn't resolve tickets faster or better isn't repositioned, it's decorated. Fin's positioning stayed anchored to the pre-existing job-to-be-done, with AI as the mechanism rather than the pitch.
Related to Taxonomy of Corporate AI Points of View by Business Model (Salesforce's own "headless back end" future vision) and Point of View on the Market's Future as a Positioning Requirement.