AI Isn’t Coming, It’s Here: Britive and Responsive Call for Adoption
AI Isn’t Coming, It’s Here: Britive and Responsive Call for Adoption
For years, enterprise leaders have discussed artificial intelligence in future terms—a distant wave of innovation to prepare for. That future has officially arrived.
At Aragon Research’s June 2025 Transform event, marketing leaders from two distinct enterprise software providers, Britive and Responsive, delivered a unified and urgent message: the time for watching and waiting on AI is over. Both firms showcased how AI is not just an add-on, but a fundamental component of their product and internal operations, signaling a major shift in the market. This blog overviews the key insights from our discussion and offers an analysis of this pivotal trend.
AI is Now Core to Product Strategy
The conversation was striking in its practicality, moving beyond hype to tangible application. Michael Londgren, the Chief Marketing Officer at Responsive, a leader in strategic response management, detailed how AI is now integral to their platform. Responsive helps organizations manage complex information requests like RFPs and security questionnaires. Londgren explained that AI agents are embedded throughout their solution to automate document structuring, generate accurate first drafts, and provide intelligence to help sales teams decide which opportunities to pursue. This isn’t a feature; it’s a core competency.
Similarly, Miad Moussawi, Head of Marketing at the cloud identity security firm Britive, spoke to the critical role of AI in their offerings. Britive provides just-in-time (JIT) privileged access management, a crucial layer of modern cybersecurity. Moussawi highlighted the development of their Agentic Identity and Security Platform (AISP), designed specifically to manage and secure the explosive growth of non-human AI and bot identities within the enterprise. For Britive, securing AI agents is a new and vital frontier, and building AI into their platform is essential to addressing this emerging risk.
Analysis: From Feature to Foundation
The perspectives from Responsive and Britive, while from different markets, point to the same unavoidable conclusion: AI has transitioned from a “nice to have” feature to a foundational element of a competitive enterprise software platform. For Responsive, AI provides the speed and intelligence necessary to win in the high-stakes world of sales proposals. For Britive, AI is both a new threat to be secured and the primary tool to achieve that security at scale.
This represents a critical inflection point. Vendors who are not deeply embedding AI into their product roadmaps are at immediate risk of being outmaneuvered. The conversation has shifted from “what can AI do?” to “how does AI make our core product deliver more value?” Furthermore, the emergence of categories like Britive’s AISP shows that AI is creating entirely new challenges that require new, purpose-built platforms to solve. The underlying message is that a passive approach to AI is no longer a viable business strategy.
What Should Enterprises Do About This News?
The call to action from the webinar was not limited to product development. Both Londgren and Moussawi emphasized their own internal focus on leveraging AI to drive operational efficiency. Responsive is continuously evaluating its technology stack, replacing tools that lack a strong AI roadmap with those that do. Britive is taking the proactive step of hiring an “AI Coordinator” within its marketing department to manage the evaluation and implementation of new AI services.
This provides a clear model for other enterprises. It’s not just about buying AI-powered products; it’s about building a culture of AI adoption. Leaders should task their teams with actively seeking out and testing AI tools that can automate tasks and enhance productivity. As I noted during the panel, the rise of AI assistants is not about replacing people. Success in this new era will be defined by how effectively your team members can use AI agents and assistants to amplify their own capabilities and get their work done.
Bottom Line
The Aragon Transform Webinar Panel with Britive and Responsive was a clear signal that the theoretical era of AI is over. The technology is now a practical and indispensable tool for both product differentiation and internal productivity. Enterprises that fail to act on this reality face a dual risk: falling behind competitors whose products are smarter and faster, and operating with an inefficient internal cost structure. The clear advice for enterprise leaders is to adopt a two-pronged AI strategy: demand robust AI capabilities from your software vendors and simultaneously empower your teams to become expert users of AI tools to drive your own business forward.
UPCOMING WEBINAR
The AI-Driven Imperative: From Integration to Business Transformation
In an AI-everywhere world, organizations face unprecedented pressure to fundamentally reimagine their operations, requiring deeper business transformation than traditional iPaaS can deliver. This webinar explores the emerging Transformation Platform as a Service (tPaaS) market, identifying providers who offer both the technological foundation and the strategic business expertise needed to bridge this critical gap. Join us as we redefine tPaaS in the context of pervasive AI, examine required provider capabilities, and analyze the strengths of early market contenders.
Key things discussed:
- Why has the tPaaS market become so critical?
- What are the key capabilities needed to support tPaaS?
- What is the state of the primary market players?
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