You’re not paying for AI. You’re paying for someone else’s UI on top of AI. And that markup is getting harder to justify every single quarter. Marketing ops teams are waking up to a brutal reality:
• Content generation, campaign optimization, targeting — all running on models you could deploy yourself
• Vendor lock-in is a feature for them, not for you
• Generic tools built for everyone are optimized for no one
The shift isn’t about ripping out your stack tomorrow. It’s about leverage. When renewal hits, know exactly what you’re paying for AI features versus what self-hosting costs. That knowledge alone changes the negotiation. Save this for your next contract renewal conversation.
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