“The Key - Quick Conversations”: Nick Louisson (ISBA)

🤖 "Right now, only 8% of ISBA members have contractual terms in place for GenAI, and 42% are working on them...It is going to be an exciting year.” 🤖
Nicholas Louisson, Director of Agency Services ISBA

🧠 I caught up with Nicholas Louisson, just after he came off stage at the Marketing Procurement iQ Conference at The Kia Oval - Surrey County Cricket Club.
Nick's session was "How is Procurement Navigating the Impact of AI and Martech on Agency Fees?" He was on stage with Samantha Royston from Burberry and Iain S..

🤖 AI in Marketing Procurement was a big topic at the conference.. unsurprisingly due to the absolute imperative to understand it and create roadmaps for 2025 and beyond.

🎤 I asked Nicholas Louisson: What is The Key 🔑 takeaway from your session?

👉 Nick’s answer:
"We are early in the GenAI journey — and 2025 is the year procurement steps in." 👈

Here is what he shared:
1️⃣ “We’re only just starting to see a majority of members putting GenAI policies in place.”
2️⃣ “Only 8% currently have GenAI terms in contracts — 42% are working on them.”
3️⃣ “Most GenAI use cases today are internal, focused on operational efficiency.”
4️⃣ “Despite the talk of strategic potential, the real use is still about saving time.”

💼 Nick expects procurement to play a bigger role this year — embedding AI into contracts, supplier policies, and agency fee structures.
⚡ A grounded view that cuts through the noise and signals what is next...and very much aligns with our outlook.

💡 This sentiment and insight was built on in Vladimir Komanicky and Lenka K. Ornova from the Alchemists's "Brands Only" session later in the afternoon "Future Proofing your Marketing: GenAI, Procurement and Competitive Advantage", which delved into getting past the hype and understanding what is actually working.

🙏 Thanks to Nicholas Louisson for the "Quick Conversation 🎤" and for sharing the latest ISBA insights.

❗ Thank you also to Geoff Hall, who organised a jam packed itinerary of some great marketing procurement thought leaders and other leading voices in the industry.

I was there with Vladimir Komanicky & Lenka K. Ornova from Alchemists (who also sponsored the Conference) and was able to film a few of these "Quick Conversations 🎤 "