How to redesign an $800M-a-year software giant for the AI era - Dan Rogers [Asana]

Today on BILLIONS, I'm sitting down with Dan Rogers, CEO of Asana, to discuss AI agents, the future of SaaS, and what comes after the chatbot.

Dan took over an established software business with around $800 million in revenue. His next challenge: turning a platform built for human collaboration into an operating system for teams of humans and AI agents.

A model can generate an answer. But who needs to approve it? Which team acts next? What has already been decided? Dan's argument is that this context and coordination - not just the intelligence of the model - will determine whether AI can do useful work inside a company.

At the time of our conversation, AI products were contributing 25% of Asana's net new ARR. We get into the decisions behind that shift: charging for fulfilled requests rather than tokens, giving users an initial AI allowance at no extra cost, and buying Stack AI to accelerate the roadmap.

We also discuss keeping teams focused through market volatility, integrating an acquired company without losing its people, and why past success can become a liability when you're taking over a new business.

In this masterclass, we break down:

• Beyond the Chatbot: Why generating an answer is different from coordinating work, and what changes when your team includes AI agents.
• The Request-Based Pricing Bet: Why Asana is hiding token complexity from customers and charging around the fulfillment of a request.
• Value Before the Sale: The decision to give users an initial AI allowance, help them discover the value, and let adoption drive further spending.
• Buying Time: How the Stack AI acquisition accelerates Asana's roadmap, and why the small details of integration matter as much as the big strategic decisions.
• The Model Moat Test: Does your business become more or less valuable when AI models improve? Dan explains why he believes Asana benefits.
• Leading Through the Noise: Listening to customers, finding wins beyond the daily stock price, and questioning the playbook that made you successful before.

SUBSCRIBE for more episodes of BILLIONS.

Follow meLinkedIn: https://www.linkedin.com/in/-g-/X: https://twitter.com/GuillaumeMbhTikTok: https://www.tiktok.com/@guillaumemoubecheInstagram: https://www.instagram.com/guillaume_moubeche/