For years, marketing procurement has been measured primarily on savings. In the age of AI, that definition of value is too small. Today's AI and automation tools give procurement unprecedented visibility into marketing performance, supplier behavior, and demand patterns—and with that comes new power to shape strategy. Marketing procurement leaders can harness AI and automation to shape smarter investments, unlock new insights from marketing and media spend, and influence the decisions that define commercial growth.  

• Elevate marketing procurement's role from cost gatekeeper to strategic advisor 
• Identify patterns in demand, pricing, and partner performance that inform smarter decisions 
• Use AI and automation tools to connect spend, performance, and supplier behavior into a clearer picture of marketing ROI 

Traditional input-based compensation models like retainers, labor multipliers, and cost-plus are becoming obsolete as AI agents automate tactical tasks and reshape how work gets done. This session explores what next-generation compensation frameworks could look like to balance transparency, efficiency, and performance incentives, while still giving agencies room to innovate and invest in new capabilities.