The real move here is Google trying to move from owning the system of record to owning the system of action. Traditional SaaS stores the work: docs, emails, tickets, CRM notes. Agents start executing the work: follow-ups, summaries, routing, drafting, checking.
Once a company teaches Gemini its recurring workflows, permissions, context, handoff rules, and weird exception logic, switching vendors is no longer just “export the data.” It becomes “rebuild how the company operates.”
The real move here is Google trying to move from owning the system of record to owning the system of action. Traditional SaaS stores the work: docs, emails, tickets, CRM notes. Agents start executing the work: follow-ups, summaries, routing, drafting, checking.
Once a company teaches Gemini its recurring workflows, permissions, context, handoff rules, and weird exception logic, switching vendors is no longer just “export the data.” It becomes “rebuild how the company operates.”
Definitely a valid point. I’ve been saying that the wisdom inside of a company is far more valuable than just the data set.