Can a conversation replace the B2B SaaS interface? As a product leader, I keep c
By Guy Cohen · November 11, 2026 · Curated by George's Blog
Can a conversation replace the B2B SaaS interface?
As a product leader, I keep coming back to this question.
There’s a reason our products have tables, dashboards, and carefully designed workflows. A good table lets you compare dozens of items at a glance. A dashboard helps you spot patterns you didn’t know to ask about.
And when you’re optimizing media across hundreds of campaigns, you need context, clear trade-offs, and control over changes.
But that depth comes at a cost.
Users have to learn where to go, which filters to apply, and how to connect capabilities across screens. Too often, the value they get depends on how well they know the software.
Conversation offers a compelling alternative.
Imagine asking, “How can we get more from our budget?”
The system explores performance across campaigns and brings the opportunities straight into the conversation. A chart highlights potential growth. An interactive table lets you compare budget options. Controls let you adjust and approve the changes.
You never leave the conversation. The data, visuals, and actions come to you, all in one place.
But the experience shouldn’t depend entirely on you knowing what to ask. An agent-native experience should also surface connections you hadn’t seen, suggest questions worth exploring, and reveal opportunities you wouldn’t have thought to look for.
My current hypothesis is that conversation will increasingly become the starting point, with the interface adapting around the task. And the human won’t always start that conversation. An agent might spot an opportunity and bring you options to explore.
Tables, dashboards, and workflows still have a role. What changes is how and when they appear.
If the system can bring the right information and controls to you, how much of the product do you still need to navigate?