AI has dramatically lowered the cost of building software, accelerating supply and intensifying competition across nearly every SaaS category. At the same time, AI-native products carry real marginal costs, meaning free usage is no longer economically neutral. The harder question is increasingly not how to launch a product, but how to turn adoption into sustainable revenue. Drawing on an analysis of 60 of the fastest-growing SaaS companies of 2025–26, this session examines how modern companies are rethinking freemium, plan structures, usage limits, credits and upgrade moments. Static “good-better-best” models are giving way to more dynamic systems that connect pricing and packaging to how customers experience value. For product marketers, the practical takeaway is that pricing and packaging are part of the customer journey—not a one-time decision or a pricing-page exercise. The strongest companies connect what users can try for free, what triggers an upgrade, how additional usage is handled and how those choices are communicated. They then continually test and refine that system as their product, customer mix and AI costs evolve.