Billion Dollar Products

Charles Zhang and Shiv Kodak deconstruct the $11 billion rise of the Oura Ring—the "invisible wearable" that successfully won the finger by doing exactly what Big Tech couldn't. They break down the brand's core flywheel, where a North Star of Daily Active Ring Wearers drives a data engine that fuels high-margin renewals for over 2 million active subscribers. They analyzes how Oura achieved market dominance through the counter-positioning of its "invisible" tech, using network economies to sharpen its algorithms and building high switching costs through years of proprietary sleep data. On the execution side, they excel at the industrial design required to pack lab-grade sensors into a ring. To wrap up, they ideas for Oura’s next decade: non-invasive Blood Glucose Monitoring, the Oura Atmos ambient sensor, and Oura Social Sync.Timestamps:(00:00) Overview of Oura Ring(04:55) Why is Oura Ring a billion dollar product?(05:49) Key metrics for Oura Ring(09:14) Product Strategies that grew Oura Ring(12:17) Product execution (15:18) Ideas for growth: Blood Glucose Monitoring, Oura Atmos Ambient Sensor, and Oura Social Sync(20:22) Closing Summary

Charles Zhang and Shiv Kodak dive into the 20-year evolution of Google Maps—a $12 billion powerhouse that has successfully indexed the physical world for over 2 billion users. They break down the strategies sustaining its dominance, from the massive scale economies of global satellite infrastructure to the network economies of its real-time traffic flywheel. They  analyzes the shift to a Gemini-powered "Agentic" interface with Ask Maps and Immersive Navigation, explaining how these AI updates protect the North Star of Weekly Active Users (WAU). To wrap up, they pitch three billion-dollar growth plays: Indoor 3D Mapping for the "last 1,000 feet," a Google Maps Dashcam network to turn every car into a real-time sensor, and a Physical World Concierge designed to solve "cognitive overload" by integrating your calendar and commerce directly into your commute.Timestamps:(00:50) Overview of Google Maps(05:09) Why is Google Maps a billion dollar product?(07:59) Key metrics for Google Maps(10:27) Product Strategies that grew Google Maps(13:38) Product execution (16:52) Ideas for growth: Indoor Navigation, Physical World Concierge, and Google Maps Dashcam(22:21) Closing Summary

Charles Zhang and Shiv Kodak dive into the "accidental" dominance of YouTube Podcasts, a platform that out-executed legacy giants by simply letting its massive video ecosystem swallow the industry. They break down the strategy fueling this billion dollar revenue engine, from scale economies to counter positioning. They analyze why the North Star of total view duration per user per week has shifted from the car commute to the living room, and how YouTube’s search and recommendation algorithms act as a high-velocity discovery funnel that audio-only apps can't match. Some ideas to grow Youtube Podcasts are a Native Podcast Ad Platform, Direct Attribution Shopping, and a Global Language Translator to turn every show into a borderless media empire.Timestamps:(01:04) Overview of Youtube Podcasts(05:14) Why is Youtube Podcasts a billion dollar product?(07:13) Key metrics for Youtube Podcasts(09:18) Product Strategies that grew Youtube Podcasts(11:23) Product execution in YouTube Main App and YouTube Music App(13:12) Ideas for growth:Podcast Native Ad Platform, Direct Attribution Shopping, and Global Language Translator(17:43) Closing Summary

Charles Zhang and Shiv Kodak dive into Ramp -  the spend management juggernaut that launched in 2019, scaling from $0 to $1B ARR by late 2025 en route to a blistering $32B valuation. Ramp's north star of monthly purchase volume processed through the ramp suite ties directly to both interchange revenue and customer savings ($10B+ delivered), creating a perfect alignment. They dissect Ramp's strategy on counter-positioning masterstroke against incumbent players, and its unbeatable data flywheel from 50k+ customers. A few ideas to grow Ramp area Seat Tracker, Business Banking, and Payroll to accelerate ramp toward the next $1B ARR.Timestamps:(00:58) Overview of Ramp(03:26) Why is Ramp a billion dollar product?(04:27) Key metrics for Ramp(06:40) Ramp Product strategies (09:51) Product execution and go-to-market (13.28) Ideas for growth: Seat Tracker, Business Banking, and Payroll(19.33) Closing Summary

Charles Zhang and Shiv Kodak dive into Sierra AI — the customer service agents platform that launched in 2023, surging from $0 to $100M ARR in just 2 years en route to a $10B valuation. They break down Sierra's flawless timing on the AI agent surge, counter-positioning legacy giants like Salesforce via outcomes-based pricing, and crafting a resolution data flywheel through multi-model orchestration and simulations. Sierra AI’s northstar of monthly task resolutions directly tying to customer outcomes, cost savings, and revenue growth. On the execution side, the platform approach to use multiple LLM allows Sierra Agents to be optimal for cost and reliability. Some ideas to grow Sierra are Sierra Product Insights, Embedded Agents, and Empathy Labs. Timestamps: (00:51) Overview of Sierra AI(05:46) Why is Sierra AI a billion dollar product?(06:20) Key metrics for Sierra AI (08:43) Product Strategies that grew Sierra AI(12:15) Product execution (13:37) Ideas for growth: Sierra Product Insights, Embedded Agents, and Empathy Labs(20:30) Closing Summary

In this conversation, Shiv Kodak and Charles Zhang dissect Claude Code — Anthropic’s agentic coding assistant that launched in February 2025, and is now, as of November 2025, nearing $1 billion in annual run rate. They explore how Claude Code moves far beyond autocomplete to deliver full end-to-end workflows, powered by a 200K-token context window, Constitutional AI, and multi-agent fleets, while revealing why its true North Star is Weekly Active Users. The discussion dives deep into the strategic moats of scale economies, process power, switching costs and counter-positioning. They also add bold ideas like AI Co-Founder Mode, Claude Marketplace, and Local AI. Timestamps: (00:51) Overview of Claude Code(03:58) Why is Claude Code a billion dollar product?(04:51) Key metrics for Claude Code(06:49) Claude Code Product strategies (11:36) Product execution and go-to-market (14:19) Ideas for growth:  AI Co-Founder Mode, Claude Marketplace, and Local AI(20:04) Closing Summary

Charles Zhang and Shiv Kodak unpack DoorDash DashPass—the $1B+ subscription powering 22M users,—revealing how a $9.99/month membership drives DoorDash’s 65% U.S. market share through network economies, counter-positioning, and high switching costs. They dive into its North Star,Monthly Active DashPass Subscribers, seamless UX, and operational excellence in fulfillment.: Meal Subscriptions, AI-powered Personalized Tier, and Dash Rewards to grow DashPass in the three-side market place of subscribers, merchants, and drivers. Timestamps:(00:46) Overview of DashPass(03:32) Why is Dashpass a billion dollar product?(04:44) DashPass Northstar and Metrics (07:14) Product Strategies that make DashPass successful(10:12) Product Execution of Seamless UX and Operational Excellence(14:01)Ideas for Growth of DashPass: Meal Subscriptions, AI-powered Personalized Tier, and Dash Rewards(19:12) Closing Summary on DashPass

In this conversation, Charles Zhang and Shiv Kodak dive into Statsig, the $1.1B experimentation platform acquired by OpenAI in 2025, exploring its features, revenue model, and role in the product development ecosystem. They discuss how Statsig’s unified hub for A/B testing, feature flags, analytics, and AI Evals empowers teams at Notion, Microsoft, and OpenAI to build faster. They highlight its $40M ARR, and north star: “Weekly Active Organizations Running an Experiment”. They unpack strategic moats—scale economies, process power, and its strategic importance to Open AI. They also discuss ideas like a Statsig Marketplace, AI Experiment Designer, and CDP to grow StatSig in the future. Timestamps:(00:47) Overview of Statsig(03:16) Why is Statsig a billion dollar product?(04:30) Key metrics for Statsig(07:19) OpenAI’s Statsig acquisition(09:22) Product strategies that make Statsig successful(10:58) Product execution and go-to-market (15:29) Ideas for growth: Marketplace, AI Experiment Designer, CDP(20:43) Closing Summary on Statsig

In this episode, Shiv Kodak and Charles Zhang dive into Figma, a design platform poised to be 2025’s top IPO with a near-$1B ARR. The conversation covers Figma’s revenue model, and its competitive positioning against Adobe’s Creative Cloud. They highlight key metrics like weekly active collaborative files, reflecting Figma’s north star of design and collaboration. On the strategic side, network effects, community-driven distribution, and counter-positioning fuel its edge. The hosts also unpack Figma’s execution, from its four-year journey building browser-based collaboration (2012–2016) to AI-powered features across its products. They brainstorm innovative growth ideas like a Figma IDE, AI Designer Assistant, and a nested folders with AI file search system to propel Figma’s multi-billion-dollar trajectory.Timestamps:(00:40) Overview of Figma(03:21) Why is Figma a billion dollar product ?(05:39) Figma Northstar and Metrics (08:03) Product Strategies that make Figma successful(12:10) Product Execution: Real Time Collaboration, Community, and Leveraging AI (15:42) Ideas for Growth of Figma: IDE, AI Designer Assistant, and Nested Folders with AI file Search System(20:52) Closing Summary on Figma

Join Charles Zhang and Shiv Kodak as they deep-dive into Adobe Creative Cloud, the $13.8 B subscription powerhouse redefining digital creation. See how its 20-app bundle—Photoshop, Illustrator, Premiere Pro and more—serves millions of creators worldwide and prints recurring revenue. We unpack the North Star Metric—North Star Metric of Weekly Active Users Engaging with at least one creative tool —plus product strategies of Switching Costs, file formats and AI integration across its products with a layer of IP indemnification protection. On the execution side, the tiered AI pricing and integration help it drive adoption across the industry. Some ideas to grow Adobe Creative Cloud include AI Reviewer and Cataloger, Real-Time Collaboration Layer and Cross AI Agents. Tune in for a blueprint on building, defending and scaling billion-dollar products.Timestamps:(00:50) Overview of Adobe Creative Cloud(02:43) Why is Adobe Creative Cloud a Billion Dollar Business(03:11) Metrics for Adobe Creative Cloud(06:09) Product Strategies to Drive Sustained Differentiation in Creative Cloud(08:08) Adobe Creative Cloud AI Strategies(11:44) Creative Cloud AI Execution (14:21) Ideas for Growth: AI Reviewer, Real Time Collaboration, AI Truth Monitor, Cross AI Agents(20:29) Closing Summary on Adobe Creative Cloud

In this episode, Shiv Kodak and Charles Zhang explore Shopify’s Shop Pay, a one-tap checkout and digital wallet driving 61% of Shopify’s $300 billion GMV in 2024. They discuss its key features, including 4x faster checkouts, a 1.72x higher conversion rate, and integrations with Meta, Google, and beyond. The conversation covers Shop Pay’s revenue model, competitive positioning against PayPal and Apple Pay, and critical metrics like monthly active completed transactions. They highlight strategic advantages, such as network economies and seamless merchant onboarding. On the execution side, Shop Pay’s simplicity in user experience and ability to cross shop helps them stand out. The hosts also cover  innovative ideas like Shop Pay FX, Tap to Pay, and personalized commerce to grow Shop Pay. Timestamps:(00:53) Overview of Shopify’s Shop to Pay(04:07) How is Shop Pay a billion dollar product ?(04:39) Shop Pay Northstar and Metrics (07:41) Product Strategies that make Shop to Pay successful(10:35) Product Execution: Simplicity, Cross Shop, and Merchant Experience (13:15) Ideas  for Growth of Shop Pay FX, Personalization, and Tap to Pay Wallet(18:16) Closing Summary on Shop Pay

Join Charles Zhang and Shiv Kodak as they deepdive into Tableau, the $15.7B data visualization titan that redefined business intelligence. Discover how a drag-and-drop interface evolved into a Salesforce-powered analytics empire, empowering 126,000+ customers to see and understand data. We dive into Tableau’s North Star Metric—Weekly Active Users Engaging with Dashboards—and its Counter-Positioning, Network Effects, and Switching Costs, revealing how it outshines Power BI and Looker. On the execution side, Tableau does amazing product execution through great design and incorporating Gen AI. Lastly, they explore ideas to grow Tableau through a marketplace, benchmarking products, and context aware tutorials.Timestamps:(00:48) Overview(02:43) Why Tableau is a Billion Dollar Product(04:16) Overall Metrics and Guardrail Metrics(07:50) Product Strategies that Differentiate Tableau against Competitors(11:28) Product Execution: Good UX and Gen AI adoption(13:14) Ideas to Grow: Metricpack, Benchmarks, and Simplified AI Driven Tutorials(18:48) Closing Summary on Tableau

Join Charles Zhang and Shiv Kodak as they unpack Cash App, the $16.2B revenue juggernaut that transformed peer-to-peer payments into a fintech empire. Discover how a simple $Cashtag evolved into a super app with Bitcoin trading, a customizable Cash Card, and direct deposits, capturing 57 million monthly active users. The hosts dive into Cash App’s metrics, network effects, and cultural mastery, revealing how it outmaneuvered Venmo and Zelle through bold product bets and Gen Z appeal. Explore untapped opportunities like international remittances and a micro-gigs marketplace that could redefine Cash App’s future. Learn why this mobile-first marvel became a billion-dollar powerhouse through seamless execution and strategic brilliance.Timestamps:(00:43) Overview(04:45) Why Cash App is a Billion Dollar Product(05:27) Overall Metrics and Guardrail Metrics(07:55) Strategies that Differentiate Cash App(10:15) Cash App Expansion Strategy(11:59) Product Execution: Trend Anticipation and Go to Market Strategy(14:15) Ideas to Grow: Global Cash, Micro-Gigs Marketplace, and Cash Quest(19:14) Closing Summary on Cash App

We explore Moveworks, the AI powered enterprise platform that ServiceNow is in the process of acquiring. We explore the business model, revenue growth, and the strategic importance of the deal to Service Now. We break down the NorthStar metric of subscription revenue growth, analyze the product strategies of network economies, cornered resource, processing power, and the execution strategies of operational excellence, enterprise focus, and effective go to market that have led to its rapid growth. Lastly, we explore opportunities for Moveworks to build Security Agents, personalized AI, and additional products to unlock even more value for ServiceNow’s enterprise stack. Timestamps:(00:55) Introduction to Moveworks(02:50) Moveworks’ Billion Dollar Sizing (04:06) Overall Metrics and Guardrail Metrics(06:25) Strategies that Differentiate Moveworks(08:42) Moveworks’ Acquisition Deal (10:45) Product Execution: Positioning, Unique Proposition, Go to Market(13:33) Ideas to Grow: Security Agents, My AI, Smart Meeting Optimizer, and Employee Workflow Composer(18:49) Closing Summary on Moveworks AI

Join our hosts as they dive into Facebook Marketplace, the $7B revenue engine hidden in your Facebook app. Learn how turning free local listings into ad inventory created a commerce powerhouse, leveraging Facebook's social graph for trust and scale. The hosts break down Marketplace's metrics, network effects, and untapped opportunities like luxury authentication or listing optimization. Discover how a simple buy/sell tab became one of Meta's most valuable features through smart product choices and strategic advantagesTimestamps:(00:53) Overview(02:25) Why Facebook Marketplace is a billion dollar product(04:16) Overall Metrics and Guardrail Metrics Especially (07:03) Strategies that Differentiate Facebook Marketplace: Network Effect, Scale Economies, Corner Resource, and Processing Power(09:31) Product Execution: Go to Market Positioning & User Centric Design(12:57) Ideas to Grow: Luxury Marketplace, Listing Optimization, etc.(21:18) Closing Summary on Facebook Marketplace

In this conversation, Shiv Kodak and Charles Zhang dive into Robinhood Gold, the premium subscription service that's transforming retail investing. They explore how Robinhood pivoted from transaction-based revenue to a sustainable subscription model, analyzing the product's path toward becoming a billion-dollar business. The discussion examines Robinhood Gold's north star metric of monthly active members and crucial guardrail metrics that ensure responsible growth. They break down the product's successful execution, particularly its seamless integration and innovative interest-earning accounts that differentiate it from traditional brokers. Lastly, the speakers highlight key growth strategies while discussing potential future innovations.Timestamps:(01:00) Introduction to Robinhood Gold (01:58) Robinhood Gold Billion Dollar Sizing (04:07) Overall Metrics and Guardrail Metrics Especially (08:10) Strategies that Differentiate Robinhood Gold: Scale Economies, Switching Costs, Counter Positioning(10:47) Product Execution: Positioning, Unique Proposition, Go to Market(13:28) Ideas to Grow: Gold Community, Gold Stach Product, etc.(19:35) Closing Summary on Robinhood Gold

In this conversation, Shiv Kodak and Charles Zhang dissect Microsoft Azure AI, examining how Microsoft transformed its cloud infrastructure into a multi-billion dollar AI powerhouse. They analyze Azure AI's comprehensive product strategy, from its infrastructure investments to its enterprise integration capabilities. Through detailed financial analysis and examination of Microsoft’s strategies, they explore how Microsoft leveraged scale economies, switching costs, network effects, counter positioning, and strategic partnerships to create sustainable competitive advantages. The discussion also covers crucial execution decisions across product experience and go-to-market strategies, while examining opportunities for improvement in developer experience and vertical solutions. Shiv and Charles conclude by exploring Azure AI's potential to evolve beyond its enterprise roots and its strategy for maintaining leadership in the rapidly evolving AI landscape. Timestamps: (00:00) Open AI Strategic Investment(01:09) Azure AI Overview(03:20) Why is Azure AI a billion dollar product?(05:00) Azure AI’s north star metric discussion(06:33) Apple Wallet’s other primary & secondary metrics(08:29) Azure AI’s strategies that made it successful(13:35) What did Azure AI execute so well in?(16:38) Ideas to improve Azure AI - AI Vertical Spaces - Supply Chain Management(18:30) Ideas to improve Azure AI - AI Code Simplification Tool(20:03) Ideas to improve Azure AI - AI App Store(21:19) Conclusion

In this conversation, Charles Zhang and Shiv Kodak discuss Google TV, its features, metrics, product strategies, and revenue potential. They explore how Google TV differentiates itself in the smart TV market through personalized content recommendations, ecosystem integration, and innovative product ideas. The discussion also covers the importance of user engagement metrics and Google TV's potential to become a multi-billion dollar product by leveraging ad revenue, counter positioning, and network economies. Timestamps: (00:00) Virtuous Cycle Clip (01:01) Overview of Google TV (03:08) Why is Google TV a billion dollar product? (05:10) North star metric discussion (07:12) Scale and Network Strategies (09:25) Counter Position Strategy (12:19) Personalization Execution (13:48) Go-to-market Execution (15:04) Google TV Buddy (16:53) Google TV Video Games (18:26) Conclusion

We delve into the functionality and strategic value of Apple Wallet as a leading digital payment solution. We discuss its core features, such as fraud reduction, user-centered design, and revenue-generating potential, while also highlighting strategic advantages like scale economies, network effects, and Apple’s trusted brand reputation. We come up with ideas of Financial Hub, Wallet AI and the potential for seamless global payments—all with an emphasis on privacy and convenience Timestamps: (00:00) Ecosystem got me  (01:00) Overview of Apple Wallet (03:23) Diving into the payments ecosystem (04:57) Why is Apple Wallet a billion dollar product? (05:52) Apple Wallet’s north star metric discussion (07:51) Apple Wallet’s primary & secondary metrics (09:16) Apple Wallet’s strategies that made it successful (12:34) What did Apple Wallet execute so well in? (14:12) Ideas to improve Apple Wallet - Apple Holistic Financial View (16:35) Ideas to improve Apple Wallet - Wallet AI (18:29) Ideas to improve Apple Wallet - Apple Smart Receipts (19:33) Ideas to improve Apple Wallet - Apple Global Transfers (20:45) Conclusion

We dive into Databricks' $1.3 billion acquisition of MosaicML and what it means for the future of AI infrastructure and machine learning optimization. We discuss how MosaicML's focus on simplifying AI development, open-source contributions, and market strategy enhances Databricks' mission to make AI more accessible and efficient. We also brainstorm potential new product ideas that leverage MosaicML’s technology to create industry-specific AI solutions, streamline model training, and drive AI adoption across various sectors.

We dive into Honey, a deal-finding browser extension & app that revolutionized online shopping by automatically applying coupon codes. With a focus on its business model, growth metrics, and innovative strategies, we discuss how Honey, now part of PayPal, drives engagement and improves the user experience by optimizing for monthly savings per user. We explore how Honey leverages network effects and cornered resource to differentiate itself with features like automatic coupon finder, price tracking, etc. We also brainstorm future product ideas, exploring how Honey could further differentiate itself in the e-commerce landscape through group savings, gift finder, limit buys, and influencer marketplace.

We dive into WhatsApp Business, a messaging platform designed to streamline communication, customer support, and transactions for businesses of all sizes. WhatsApp Business builds on top of Whatsapp which has over 2 billion users globally. As part of Meta’s portfolio, the platform is strategically positioned for future monetization. We explore how WhatsApp Business leverages network effects and scale economies to differentiate itself with features like catalogs and quick replies. Additionally, we brainstorm new product ideas, such as a WhatsApp Business Marketplace, real-time translation, and group buying functionality, to drive further growth and engagement.

We explore LinkedIn Premium, a premium service designed to accelerate career success through personalized features like job insights, unlimited search capabilities, and access to LinkedIn Learning courses. LinkedIn Premium generated $1.7 billion in revenue last year. The service differentiates itself through strategies like scale economies and cornered resources. We dive into tailored subscription models, a unique go-to-market approach, and brainstorm new product ideas to boost acquisition and utilization, such as LinkedIn org charts and LinkedIn Levels comparison.

We discuss YouTube TV, a billion-dollar product launched by Google in 2017 as a subscription-based streaming service. We explore the metrics that YouTube TV should measure, such as monthly viewing time and subscriber count. We also discuss the strategies and differentiation tactics employed by YouTube TV, including leveraging Google's infrastructure, YouTube's recommendation algorithms, and offering unlimited cloud DVR storage. The conversation delves into YouTube TV's mobile-first approach, its seamless multi-device compatibility, and innovative concepts like 'YouTube TV Spinoffs'. Overall, YouTube TV's success and integration within Google's ecosystem make it a thriving billion-dollar product.

We dive into Bilt Mastercard, a groundbreaking product launched in 2021 in partnership with Wells Fargo, aimed at turning rent payments into rewards. We discuss key metrics for Bilt's growth, such as monthly spend, total rent payments processed, and churn rate. The conversation covers Bilt's unique strategies, including offering rewards on rent to differentiate itself in the market. We also explore future opportunities for Bilt, like security deposit loading, real estate investments, and roommate matching, highlighting its potential as a billion-dollar product.

We explore Loom, a video messaging tool for asynchronous communication that enhances productivity and saves time. Serving over 25 million customers, Loom focuses on user-centric design, and AI-driven content generation. We come up with ideas to improve Loom's effectiveness through real-time translation, video summaries, and creating quick video reels.  

We explore Uber for Business's strategy and operational execution, highlighting its potential to streamline corporate travel and optimize expense management through features like detailed reporting and dedicated business support. We delve into the strategic advantages of a centralized platform, discuss the possibilities for Uber to expand into areas such as corporate credit services and employee carpooling, and compare the costs and benefits of these expansions. Key highlights include the potential for innovative partnerships and the challenges of integrating new services.

In this conversation, we discuss Apple One, a subscription product from Apple that bundles multiple premium services. We explore the strategy behind Apple One, its pricing structure, and the challenges of measuring its success. We also suggest ideas for improving Apple One, such as better personalization, expanding service categories, and offering annual subscriptions. We then discuss the importance of Apple's ecosystem and how Apple One is already a billion-dollar product. Overall, we highlight the growth opportunities and potential for Apple One to generate significant revenue for Apple.

We analyze Netflix Gaming’s strategy and operational execution, delving into its potential to boost subscriber retention through diverse membership tiers and comparing the costs of developing games versus traditional content. Highlights include challenges in game discovery and the need for greater awareness. We also explore the benefits of educational gaming, co-play features, and themed games with competitive leaderboards, wrapping up with strategic insights into Netflix’s broader entertainment vision.

Summary In this conversation, we discuss Stripe Capital, a financial product offered by Stripe. We provide an overview of Stripe and its valuation, as well as the features and benefits of Stripe Capital. They compare Stripe Capital with Square Capital and discuss the potential for Stripe Capital to become a billion-dollar product. They also explore the repayment structure and risk management of Stripe Capital, as well as its integration with Stripe's banking platform. The conversation concludes with a discussion of expansion opportunities, including regulatory compliance and invoice factoring.

We look at Microsoft Copilot’s distribution and its strategy to carve out a unique ecosystem, setting it apart from competitors. Microsoft’s vast scale enables the widespread integration of Copilot across its product suite, further distinguishing it from the likes of Apple and Google. For example, some Windows laptops now feature a dedicated “Copilot” keyboard button. Also we come up with startup ideas (bring back Clippy!) that could boost Copilot adoption and build niche tools to target high-value customers.