In AI sourcing, the winner may be determined long before the RFP is released. This session explores how providers can influence the problem definition, success criteria, business case and governance model before procurement formally begins—particularly when clients are still figuring out what they actually need. Attendees will learn why advisory credibility and early executive engagement can create a greater competitive advantage than simply producing the strongest proposal. The session will challenge providers to shift from responding to demand to shaping it, creating opportunities to influence deals before competitors even enter the process.