Hex Technologies has decided not to charge an additional fee for its AI-powered features, known as Magic, which enhance data analysis capabilities such as generating SQL, editing Python, and building charts. Initially uncertain about the costs and pricing for these features, Hex offered them for free during their beta phase and has now chosen to integrate them into the standard offering without requiring an "AI add-on." This decision stems from the belief that AI is becoming an integral part of software, much like cloud services did in the past, and suggests that AI functionalities should be considered a fundamental component of the product. Despite the potential revenue from AI add-ons, Hex prefers a straightforward pricing model, aiming to provide a premium product without confusing surcharges, as the cost of AI inference continues to decrease. Hex views AI as a primitive that enables various monetizable capabilities, but emphasizes that current AI features should not be treated as a monolithic add-on, choosing instead to offer them as part of their competitive seat pricing, which includes high-quality support and a commitment to simplicity.