{"id":34396,"date":"2026-01-27T10:35:13","date_gmt":"2026-01-27T08:35:13","guid":{"rendered":"https:\/\/scroll.media\/2026\/01\/27\/macpaw-turns-to-ai\/"},"modified":"2026-01-27T11:42:37","modified_gmt":"2026-01-27T09:42:37","slug":"macpaw-turns-to-ai","status":"publish","type":"post","link":"https:\/\/scroll.media\/en\/2026\/01\/27\/macpaw-turns-to-ai\/","title":{"rendered":"MacPaw Turns to AI: How the Company\u2019s Strategy Is Changing and Why"},"content":{"rendered":"\n<p>In September 2025, MacPaw founder Oleksandr Kosovan announced that his 17-year-old company, long known for macOS utilities, was being restructured into an AI-first business. At the center of this shift is the <a href=\"https:\/\/scroll.media\/2025\/05\/23\/chomu-macpaw-stvoryuye-ai-asystenta-eney-poyasnyuye-oleksandr-kosovan\/\">AI assistant Eney<\/a>, which is intended to become an intellectual \u00abumbrella\u00bb for the entire MacPaw product line.<\/p>\n\n<p><span data-preserver-spaces=\"true\">Kosovan <a href=\"https:\/\/forbes.ua\/innovations\/napryam-100-pravilniy-shchob-perevinayti-macpaw-oleksandr-kosovan-zrobiv-stavku-na-ai-first-pidkhid-shi-strategiya-na-2025-2026-roki-uzhe-vikonuetsya-yakikh-uspikhiv-yomu-ta-komandi-vzhe-vdalos-dosyag-08012026-35326?utm_source=smm&utm_medium=tg\">told <\/a><\/span><em><span data-preserver-spaces=\"true\">Forbes Ukraine<\/span><\/em><span data-preserver-spaces=\"true\"> how the transformation is unfolding and how much of MacPaw\u2019s future now hinges on <\/span><span data-preserver-spaces=\"true\">whether it succeeds<\/span><span data-preserver-spaces=\"true\">.<\/span><\/p>\n\n<h2 class=\"wp-block-heading\">What will change<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Under the new plan, Eney and Setapp will function as a single system. A user describes a problem, and Eney selects the appropriate model or application to solve it. The bet is on a shift in user behavior, with people beginning to manage their desktops through AI assistants. So far, that has not become a mass phenomenon.<\/li>\n\n\n\n<li>Volodymyr Kubytskyi is leading the AI transformation. In August 2024, he became MacPaw\u2019s AI director after nearly a decade developing AI solutions at the IT company LUN.<\/li>\n\n\n\n<li>Kubytskyi authored MacPaw\u2019s AI strategy for 2025\u20132026 and initiated organizational changes. Instead of a single centralized AI team, each product now has its own dedicated AI group.<\/li>\n\n\n\n<li>MacPaw also plans to change its business model. It will most likely move toward a consumer usage model, where users pay for actual AI usage based on the number and complexity of requests.<\/li>\n\n\n\n<li>According to Kosovan, the first tangible results of the AI transformation should appear within a year or two. For now, he rates progress as \u00abfour out of ten.\u00bb<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Why now<\/h2>\n\n<ul class=\"wp-block-list\">\n<li>Despite having developed more than a dozen products, MacPaw remains heavily dependent on a single one. Its debut and flagship product, CleanMyMac, a utility that optimizes macOS performance, still generates nearly 80% of the company\u2019s revenue. According to Forbes Ukraine, the product had 1 million monthly paying users in 2021. The company does not disclose current figures.<\/li>\n\n\n\n<li>This revenue concentration stems from a series of unsuccessful diversification attempts. The most successful of these was Setapp, the subscription-based app service launched in 2017, but even that did not significantly shift the balance. According to Kosovan, Setapp accounts for about 15% of revenue.<\/li>\n\n\n\n<li>The latest traditional product, the <a href=\"https:\/\/scroll.media\/en\/2025\/10\/29\/macpaw-releases-its-app-moonlock\/\">Moonlock<\/a> cybersecurity app launched in October 2025, is still too new to evaluate, Kosovan says. <strong>Now, he plans to focus maximum effort on AI products and building MacPaw\u2019s own AI ecosystem.<\/strong><\/li>\n\n\n\n<li>The shift to AI is also happening against the backdrop of weak financial performance. In 2024, MacPaw reported a loss of more than $10 million for the first time. In November 2024, the company <a href=\"https:\/\/scroll.media\/2024\/11\/11\/macpaw-skorochuye-20-praczivnykiv-cherez-finansovi-trudnoshhi\/\">laid off<\/a> 100 employees \u2014 about 20% of its workforce.<\/li>\n\n\n\n<li>Part of the losses, Kosovan says, was driven by a sharp increase in R&D spending as the company accelerated development of new products, including Eney. Slow growth was another factor pushing the company in this direction.<\/li>\n\n\n\n<li>According to MacPaw Family Ltd\u2019s 2021\u20132024 reports, the company\u2019s average annual growth rate over the past three years has been about 7%. That is far too slow to support Kosovan\u2019s long-standing ambition of taking MacPaw public.<\/li>\n\n\n\n<li>Whether and when that might happen now depends largely on the success of MacPaw\u2019s AI-first strategy.<\/li>\n<\/ul>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In September 2025, MacPaw founder Oleksandr Kosovan announced that his 17-year-old company, long known for macOS utilities, was being restructured into an AI-first business. At the center of this shift is the AI assistant Eney, which is intended to become an intellectual \u00abumbrella\u00bb for the entire MacPaw product line. Kosovan told Forbes Ukraine how the \u2026 <a title=\"MacPaw Turns to AI: How the Company\u2019s Strategy Is Changing and Why\" class=\"read-more\" href=\"https:\/\/scroll.media\/en\/2026\/01\/27\/macpaw-turns-to-ai\/\" aria-label=\"Read more about MacPaw Turns to AI: How the Company\u2019s Strategy Is Changing and Why\">Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":9059,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[120],"tags":[436,491],"class_list":["post-34396","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-en","tag-ai-en","tag-macpaw-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MacPaw Turns to AI: How the Company\u2019s Strategy Is Changing and Why | Scroll.media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scroll.media\/en\/2026\/01\/27\/macpaw-turns-to-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MacPaw Turns to AI: How the Company\u2019s Strategy Is Changing and Why | Scroll.media\" \/>\n<meta property=\"og:description\" content=\"In September 2025, MacPaw founder Oleksandr Kosovan announced that his 17-year-old company, long known for macOS utilities, was being restructured into an AI-first business. 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