AI is rewriting the rules of technology services pricing. As AI takes on more of the work, labour hours stop being a credible proxy for value. But how far prices actually move will depend on governance, evidence and risk ownership, not AI ambition. Drawing on ISG research, deal data and benchmark insight, this session explores how providers can move from effort-based pricing towards models that reflect autonomy, outcomes and business value. It also shares what ISG advisors are seeing in live deals today. Attendees will leave with a practical view of how to price AI-enabled services credibly, use market price data to stay competitive and protect margin as AI changes the economics of services.