AI is collapsing the value of time-based pricing, exposing the gap between how agencies create value and how they charge for it. As production timelines shrink, procurement teams gain leverage, commoditizing deliverables and pushing margins down even further. Agencies can no longer rely on hours or deliverables as their pricing anchor—they need a solution-based commercial model rooted in outcomes, expertise, and differentiation. This post breaks down why pricing change must follow positioning and productization, not precede them.