The impact of GenAI on partner management

This session explored the practical use of AI in the content creation process and took place on 2 April 2025 during a Sourcing Forum meeting.

Ishan Chatterjee from R3 emphasised that real value from GenAI comes through collaboration—when both marketers and agencies participate equally, better results follow. A key takeaway was the importance of facilitating productive conversations early on, particularly when initiating dialogue with clients.

To ground discussions around GenAI’s impact and costs, marketing procurement teams might consider digging deeper into what agency fees truly represent. Understanding the composition of fees, and the variables of time and output, before designing an AI impact measurement framework is essential to identifying where savings from AI might actually emerge.

Members can download the slides and watch the recording below: