The makeup of an agency’s AI bill is getting more complicated. Agency execs say AI costs are growing and metered model usage is becoming a trend, forcing execs to take a closer look at AI expenses and who foots the bill.
If an exec were to get a regular bill for third-party AI tool costs, here’s what would be on it: subscriptions for the tools—like Claude, ChatGPT and Google’s suite of AI-powered offerings, tokens to use said tools and employee costs to pay staff who are using the tools.
For the most part, agencies are carving out a piece of their existing tech budgets to fuel AI spend rather than creating a new line item on the P&L. According to research from Ramp, about 31% of companies spend more than $10,000 per month on AI, indicating AI is a formal budget line. All three of the agency execs Digiday spoke with declined to outline specific AI spend figures.
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