Software companies price what they deliver: hours, features, outputs.

Customers pay for something else entirely.

In this episode, Catalin Rata and Emanuel Martonca explore the gap between what AI can optimize and what customers actually decide on. It's a gap most vendors don't notice — until they start losing deals they thought they should have won.

The question isn't just what AI misses. It's what happens as buyers get sophisticated enough to see it too.

The warning signs for this one show up later than the others — which is exactly what makes them dangerous.

The Aftermath is a scenario simulation podcast. We don't predict the future. We run mental simulations based on patterns already visible — so you can prepare before you live the aftermath.

Host: Cătălin Rață - https://www.linkedin.com/in/catalinrata/
Guest: Emanuel Martonca - https://www.linkedin.com/in/emartonca/

Subscribe: @TheAftermathSeries

Most companies lose deals before they ever quote a price. Not because the price is wrong — because they never discovered what the customer actually values.

Now imagine AI handles that conversation.

In this episode, Catalin Rata and Emanuel Martonca simulate what happens when AI takes over customer discovery in B2B sales. The efficiency case is compelling. The aftermath is more complicated.

Some companies will use this to get better at understanding customers. Others will use it to avoid the conversation entirely. By Year 3, you can tell them apart — but not in the way most people expect.

There are clear signals that a company is heading in the wrong direction here. Earlier than most realize.

The Aftermath is a scenario simulation podcast. We don't predict the future. We run mental simulations based on patterns already visible — so you can prepare before you live the aftermath.

Host: Cătălin Rață - https://www.linkedin.com/in/catalinrata/
Guest: Emanuel Martonca - https://www.linkedin.com/in/emartonca/

Subscribe: @TheAftermathSeries

Right now, a handful of software companies are letting AI set their prices. Most think they're optimizing. They're actually amplifying. But amplifying what, exactly?

In this opening episode, host Cătălin Raâă sits down with Emanuel Martoncă — pricing practitioner and founder of SoftFight — to simulate what markets look like when AI pricing becomes the norm. Not what's happening in 2026. What's different in 2028.

Two companies adopt AI pricing the same year. By 2028, they look nothing alike. The difference isn't the technology — it's what they brought to it.
There's something specific you should be watching for as this plays out in your market.

The Aftermath is a scenario simulation podcast. We don't predict the future. We run mental simulations based on patterns already visible — so you can prepare before you live the aftermath.

Host: Cătălin Rață - https://www.linkedin.com/in/catalinrata/
Guest: Emanuel Martonca - https://www.linkedin.com/in/emartonca/

Subscribe: @TheAftermathSeries