Drawing on her experience leading Commercial & Marketing Procurement at IHG Hotels & Resorts, Vivien Harmon shares how she has redefined what marketing procurement's value really looks like in practice. Vivien will share how she has used AI and automation at IHG to gain unprecedented visibility into marketing performance, supplier behavior, and demand patterns, and how that visibility has elevated procurement's seat at the commercial table. Expect candid insight into what it takes to shift the narrative from cost-cutter to strategic advisor in a global hospitality brand.

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.