Incumbency has traditionally been an advantage – but in today’s AI-driven and consolidating services market, it is increasingly a double-edged sword. Strong delivery, deep client knowledge and established relationships remain valuable, but they no longer guarantee renewal. Clients are consolidating providers, demanding measurable productivity and ROI and increasingly taking existing scope to market as they rethink their operating models around AI. Drawing on ISG market data and ISG’s sourcing engagements, this session challenges four myths about incumbency and explores why successful providers treat renewals like new deals, proactively challenge their own delivery models and continuously prove their commercial and technological competitiveness. Providers will learn how to move from defending incumbency to continuously re-earning it through innovation, measurable value creation and a compelling vision for the client’s future.