What it actually means to build AI-enabled services | David DeWolf

2X is a go-to-market services company that has grown 50% YoY for seven straight years, scaling to roughly 1,200 people, with new investment from Insight Partners last year. On BUILDERS, CEO David DeWolf explains why his prior company, 17-person agentic platform Knownwell, combined with 2X, why he ended up leading the merged entity, and how he is rethinking pricing and AI enablement as services and software collide.Topics discussed:How the acquisition came together and why it moved so fastWhy KnownWell was getting pulled into services and 2X was getting pulled into softwareWhy David was named CEO of the combined companyThe vision for a human-agentic go-to-market operating systemWhat changes when specialization disappears and generalists take overHow 2X differs from a traditional agency modelWhere AI pricing actually stands: inputs, outputs, and outcomesWhy replacing humans with AI costs more than the humansHow to run AI enablement beyond handing out licensesWhy rigid AI policies kill experimentationHow headcount scales when services and software combine