Karin Levi is the head of the monday marketplace ecosystem
If you’re building software in 2025, you’re already building with AI.
Chances are, AI is already part of how you build, from writing boilerplate code and debugging logic, to refining onboarding flows, summarizing customer feedback, or drafting marketplace copy. Maybe it’s helping you ship faster, test ideas sooner, or explore pricing and positioning before your next release. You’re not just following a trend. You’re adapting faster, iterating smarter, and setting a new pace for what building looks like.
And the customers you’re building for? They’re shifting too. They expect tools to get smarter on their own – to pre-fill, pre-structure, and predict what comes next. They want outcomes, not interfaces. Fewer clicks, more results.
At monday.com, we see this shift. Our latest AI capabilities – monday magic, monday vibe, and monday sidekick – reflect exactly how customer expectations are changing. These tools help them create, customize, and take action using AI. They also open up new opportunities for partners: new surfaces, new behaviors, and new touchpoints where your offerings can integrate, differentiate, and scale.
It’s not just about building faster. The most valuable marketplace apps in this new era will be the ones that blend speed with depth – apps shaped by real domain expertise. Whether it’s industry-specific workflows, customer logic, or problem patterns you’ve seen firsthand, those are the kinds of insights that are harder to replicate. And that’s where your app can truly shine.
How monday’s AI capabilities address this
AI isn’t a feature layer anymore – it’s becoming part of the core platform experience. We built monday’s latest AI capabilities around that change. Each one gives customers faster ways to build, customize, and move work forward – but they also create new touchpoints for partners to deliver value and extend what’s possible.
monday magic
monday magic allows customers to spin up complete workflows or boards from a single prompt. It’s built for speed: fast setup, clean structure, and smart defaults. For developers, this is a useful surface to align with – not because you need to extend monday magic directly, but because it shapes how customers experience onboarding and early value.
Suppose your app solves a real business problem. In that case, monday magic can help you create more relatable demo environments, build onboarding flows with relevant structure and data, or shape templates that match how customers already think about their work. Think of it as a way to make your app easier to try and faster for customers to get value from.
monday vibe
monday vibe is a no-code, AI-enhanced builder that lets customers create apps tailored to their specific needs, just from a prompt. We expect it to change how customers build inside monday: faster, with more flexibility, and with less technical effort.
For partners, that shift opens up a fast way to prototype ideas, test early workflows, or map out app flows before investing in full-code builds. It also offers a glimpse into how customers approach building on their own, making it easier to identify which problems are now being solved in-account, and where deeper partner-built solutions still stand out.
That’s where depth makes the difference. Apps built on real domain expertise – purpose-built systems designed for structured, high-context problems – will become even more valuable as baseline tools become easier to generate. monday vibe raises the floor, but it also sharpens the line between what’s generic and what’s truly built for the job. The opportunity for partners is to lead with specialization – handling what AI can’t guess, and what customers can’t build on their own. This is where partner-built solutions take the lead – built on experience, tested at scale, and built to go the distance.
monday sidekick
monday sidekick is a personalized digital worker that suggests and takes action based on user context – an embedded AI assistant tuned to your monday account. It introduces a new behavioral pattern: customers will increasingly trigger work from conversations, not clicks. And soon, partners will be able to build focused capabilities into monday sidekick – creating a new way for apps to deliver value.
This shift will change how customers interact with apps across the platform. As monday sidekick evolves, customers will expect to trigger actions through natural language, without needing to open an app directly. Partners will have the opportunity to design solutions that integrate with monday sidekick – built around clearly defined, interpretable actions, outputs that do one thing well, and inputs that map cleanly to common customer goals. monday sidekick will handle many core actions natively, so the opportunity for partners is to build where the platform stops: adding context, handling nuance, solving edge cases, or connecting workflows to external tools and data.
Together, these capabilities aren’t just adding new surfaces – they’re shifting how customers expect software to behave inside monday.com. For partners, that shift opens up new ways to create value: through faster experiences, more complete solutions, clearer differentiation, and better alignment with customer needs. The following areas reflect where that momentum is already taking shape.
What does this mean for marketplace partners?
As AI becomes part of how customers build and work inside monday.com, it also changes how partner-built apps fit into that experience. Here are four trends worth paying attention to, each pointing to where you can create more substantial value.
Self-serve is growing. So is the opportunity.
With tools like monday vibe, customers can now build apps to solve repeatable problems – quickly and on their own. That doesn’t eliminate the need for partner-built apps, but it raises the bar for them. Instead of solving for the basics, the opportunity is to build for what takes real understanding: structured processes, connected systems, and tools that last beyond a one-time use or surface-level task.
A great user experience is now the baseline.
Across the SaaS industry, AI-powered tools have raised the standard for speed and clarity, and customers now bring those expectations with them. They’re used to apps that respond quickly, deliver immediate value, and are easy to try. As monday evolves, partner-built apps should feel just as responsive. That doesn’t mean stripping down what your app does, but it does mean making outcomes easy to understand, actions simple to trigger, and time-to-value as short as possible.
Partners take it further.
Even when building gets easier, bringing a solution to production – something reliable, reusable, and adopted across teams – still requires more. From layered features and polished UX to versioning, updates, and ongoing support, not every team has the time or expertise to own that responsibility end-to-end.
Here’s where partner-built apps stand out:
- Support: Especially in enterprise environments, customers want to know someone’s on the other side. Partners offer confidence that if something breaks or needs to evolve, someone’s there to help.
- Maintenance: A prompt can get you started, but sustaining a solution takes iteration, QA, and product thinking. Partners build with change in mind.
- Scale: Most customers won’t design for edge cases, like thousands of boards, cross-team visibility, or data-heavy workflows. Partners do.
- UX: What runs isn’t always what feels right. Great apps aren’t just functional – they’re intuitive, polished, and built for adoption.
This is where partners bring long-term value. When customers want to scale a workflow, roll it out broadly, or trust it to run without intervention, they turn to stable solutions supported and thoughtfully maintained. That’s the opportunity: not to compete with what customers build, but to help them go further than they could alone.
Enterprise customers expect more.
As monday introduces more AI-powered experiences, enterprise teams are asking more complex questions about data, transparency, and what happens behind the scenes. Even if your app doesn’t use AI directly, building on a platform that does means you’re part of a higher-trust environment.
Larger customers will expect clarity on how your app handles data, how issues are supported, and whether it can scale reliably across teams. Even if your app can’t meet every enterprise requirement, being transparent about how you support it is crucial – it can make the difference between being considered or overlooked.
Staying aligned as the platform evolves
We’ll keep sharing updates as new AI capabilities roll out – and as new ways to build and integrate open up for partner apps and solutions. You won’t need to guess where the opportunity is – but you can get ahead by designing with intent: making your app easier to adopt, easier to understand, and easier to build on.
It means making the value feel immediate, relevant, and easy to act on. Apps that align with how monday is evolving – faster, more flexible, more customer-driven – will be better positioned to grow with it.
As AI unlocks new ways to build and connect value across monday, the role of partners only grows more critical. Marketplace partners have always pushed the platform forward – and now, together, we’re shaping what comes next. We’ll keep sharing what’s ahead as new building paths take shape, so you’re ready to make the most of upcoming opportunities.
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