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Adtech/Martech Pricing: Adapting to the AI Everywhere Era

Publisher IDC
Published Feb 12, 2025
Length 14 Pages
SKU # IDC19657003

Description

This IDC Market Perspective dives deep into the rapidly shifting landscape of pricing for AI-powered promotional technologies, urging a bold departure from outdated models to embrace value-based pricing. As AI revolutionizes customer experiences, the old ways of pricing — based on simple inputs and tactical measures — are no longer enough. AI’s unparalleled ability to automate processes and create hyperpersonalized experiences demands a fresh approach that aligns pricing with the true value delivered. With enterprise-grade AI applications carrying substantial costs, the time has come for vendors to adopt outcome-driven pricing models that focus on results and not just features. This document explores various pricing structures such as freemium, subscription, and consumption-based models, but underscores the challenge of capturing the full, dynamic value of AI. The message is clear: vendors must align costs with real customer outcomes, foster continuous innovation, and prioritize customer satisfaction. To thrive in this new AI-powered market, vendors are encouraged to adopt value-oriented pricing, engage a broad spectrum of customers, and offer flexible, transparent pricing options that pave the way for sustained, long-term success.“AI’s transformative power demands a shift from traditional pricing to value-based models, aligning costs with customer outcomes and driving innovation in martech and adtech.” — Roger Beharry Lall, research director, Advertising Technologies and SMB Marketing Applications

Table of Contents

14 Pages

Executive Snapshot

New Market Developments and Dynamics

Introduction

Industry Dynamics

Cost Considerations

Pricing Considerations

Prioritizing Promotional Outcomes

Scenarios/Use Cases

Value-Based Pricing Factors

Advice for the Technology Buyer and Supplier

Advice for Technology Buyers

Advice for Technology Suppliers

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Related Research

Synopsis

Pricing

Currency Rates
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