In today’s Marketing Pulse, gain insight into how:

• AI companies are shifting to outcome-based pricing models, introducing new risks and potential revenue-sharing demands for marketing leaders.

• Blending human insight with AI tools can free communicators to focus on strategy, creativity, and relationship-building while staying ahead in the AI era.

• CMOs must govern AI agents and machine identities, as they increasingly act on behalf of brands, influencing trust, decisions, and customer experiences.

These articles are penned by members of Forbes Communications Council, key marketing and communications leaders shaping the future of these fields.

Let’s dive in!

Is AI Eyeing a Cut of Your Revenue?

AI has become a staple for productivity and innovation, but here's a twist: major players like OpenAI are shifting their business models, suggesting royalty fees or revenue-sharing models tied to your success. AI could potentially move from being a tool to acting as a de facto business partner.

Check out key concerns for marketing and business leaders:

👉 Code Royalty Risk: AI-powered industries could face demands for revenue sharing, driving up costs.

🎯 SaaS Revenue Sharing: SaaS fees may evolve toward transaction-based cuts, eroding margins.

⚖️ Legal & IP Risks: From lawsuits stemming from AI training practices to artist backlash over "stolen styles," legal and reputational risks are real.

💰 Retroactive Royalties: AI reliance on scraped data may lead to hefty IP claims in the future.

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The Communicator's Advantage: Blending AI with Human Ingenuity

AI won't replace communicators—it'll amplify their impact. By automating repetitive tasks like monitoring news, drafting reports, and summarizing meetings, communicators can focus on high-value activities like building relationships and crafting narratives. The future belongs to those who balance AI's efficiency with human insight.

Explore how AI transforms the communicator's day:

☕ Morning Routine: AI scans news feeds and social media for insights while drafting priority lists.

📡 Media Relations: AI personalizes pitches, analyzes journalist trends, and suggests optimal timing.

✍️ Content Production: Generate first drafts and repurpose content across formats in minutes.

🔍 Crisis Monitoring: Real-time sentiment tracking and templated responses for faster handling.

📊 Reporting: AI generates reports, transforming hours into minutes.

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The Future Marketing Workforce: Humans, Machines, & Trust

Marketing is no longer just about humans; it’s agentic. AI agents are moving beyond automation, interacting with customers, reallocating budgets, and shaping brand identity. This hybrid workforce creates both opportunities and risks, making governance a top priority for CMOs.

Why CMOs should focus on governing AI agents:

🆔 Nonhuman Identities Proliferating: APIs, automation bots, and SaaS integrations expand exponentially, each with access to your data and decisions.

🚨 Without Governance, Risk Soars: Over-permissioned agents create inefficiencies, compliance issues, and "brand drift."

📊 Identity + Intent Matter: Bots optimize for metrics like CTR and ROAS—not tone, compliance, or brand values. Combining permissions with clear intent avoids costly blunders.

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Wrapping Up

If these articles sparked your interest, we have a network that you will absolutely love: Forbes Communications Council.

This exclusive, vetted community brings together the brightest minds in marketing and communications — founders, CEOs, CCOs, CMOs, and other senior leaders of marketing and communications teams.

Put yourself at the forefront of innovation with access to publishing opportunities on Forbes.com, a personalized, SEO-friendly Executive Profile, and the chance to network with other respected leaders in the field.

Join Forbes Communications Council today, and become part of a group driving transformation in marketing.