Recorded live at the 2026 TSIA Board Summit, held in May, Thomas Lah delivers a provocative and insightful keynote on why the AI era is forcing companies to fundamentally rethink their operating models, pricing strategies, and service organizations.

Drawing from nearly 30 years of experience advising global product companies, Thomas explains why today’s AI transformation is moving faster — and carrying higher stakes — than any previous business shift, including the rise of the internet and the move to “as-a-service” business models.

In this session, he introduces the “Services 2.0” framework: a practical model for navigating AI-driven business transformation while overcoming the two biggest obstacles companies face — organizational inertia and flawed business assumptions. He explores why outcome-based pricing is rapidly becoming unavoidable, how customer value delivery is evolving, and why service organizations are increasingly becoming central to enterprise growth strategies.

Thomas also shares research-backed insights into why most transformations fail, the leadership mindset required to succeed, and the specific operational capabilities companies must build now to remain competitive in the AI economy.