AI, macroeconomic volatility, rising technology costs and aggressive competitive pricing are fundamentally changing how service providers price deals. This session explores how these forces are reshaping pricing strategies and why traditional benchmarks may no longer be enough to protect margins and remain competitive. Drawing on ISG’s proprietary pricing intelligence, research and benchmarking data, attendees will gain insight into emerging pricing trends and how the market is responding to uncertainty. The discussion will examine the impact of AI, hardware constraints, software costs and changing delivery economics on deal pricing and commercial structures. Attendees will learn how to distinguish sustainable market shifts from short-term hype and determine which forces should influence their pricing decisions. The session will also explore the evolution toward performance- and outcome-based pricing models and how providers can balance competitiveness with margin preservation. Ultimately, attendees will leave with practical strategies to use market intelligence to price smarter, win deals and build more resilient commercial models for 2027 and beyond.