Zapier is using AI to sell to AI

Wade Foster, Zapier, AI, B2B, SaaS (software as a service)

In private conversations, I’m hearing a lot of founders describe how they’re starting to sell to AI agents, like OpenClaw’s. Zapier has more traction doing that than anyone else I met. So, in my monthly podcast with Zapier’s founder, Wade Foster, I asked him to show me how they’re doing it.

Wade Foster

Wade Foster

Zapier

Wade Foster is the co-founder and CEO of Zapier, the automation platform used by hundreds of thousands of businesses to connect over 8,000 apps. Since launching in 2011, Zapier has grown into a remote-first company with more than 800 employees and hundreds of millions in revenue. Today, Wade is leading Zapier’s evolution into AI-powered automation, MCP integrations, and tools built for an agent-driven future.

Andrew Warner: Are you marketing to agents now?

Wade Foster: the agent is actually choosing what products to buy on behalf of a human, and so you are no longer advertising to the human. You are trying to get the agent to say, pick me, pick me. Pick me.

Andrew Warner: Is SaaS dead?

Wade Foster: Our CPTO vibe coded like a meeting recording software. It’s a cool proof of concept, but we’re not canceling our subscriptions anytime soon to our meeting recording software,

Andrew Warner: you have a Claude skill that helps you lead.

Wade Foster: He calls it his war council. What the skill is, is if you have a particular problem or a decision you’re making, you can just say, Hey, I wanna invoke the War Council to like, advise me on this.

Andrew Warner: Do a screen share. Let’s see how you work.

Wade Foster: Sure. Okay. Here we go.

Andrew Warner: Wade Foster is the founder of Zapier, the AI automation...

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