Vertical software companies with wide proprietary industry data sets and end-to-end platforms are well positioned to benefit from growing artificial intelligence adoption, Morgan Stanley said in a note Tuesday.

The firm said vertical software companies that control core industry workflows can leverage proprietary datasets to build differentiated AI products, sustain pricing power and improve customer retention.

Morgan Stanley added companies can grow wallet share over time through new modules, services or markets while benefiting from a market with high barriers to entry for new entrants.

Morgan Stanley said valuations remain below historical averages across the vertical software sector, creating opportunities for companies that can demonstrate durable AI-driven product leverage.

Morgan Stanley upgraded ServiceTitan (TTAN) to overweight and raised its price target to $131 from $125, upgraded Via Transportation (VIA) to overweight and cut its price target to $41 from $53, and downgraded Commerce.com (CMRC) to underweight and lowered its price target to $4 from $6.50.

Price: 91.88, Change: +1.10, Percent Change: +1.21