Your Martech Renewal Just Became a Cloud Bill: AI Consumption Pricing Hits Q4 Negotiations
Renewal season opens in the next few weeks, and the quotes coming back look different: AI capabilities that arrived bundled and free are now metered, and the meter runs on units most marketing teams have never measured. This is the same transition infrastructure teams went through with cloud a decade ago, with one added complication—agents consume without anyone asking them to. Here is how to instrument, forecast, and negotiate consumption before you sign a contract you cannot budget.