Commercial strategy for broadcast and media technology vendors
The money isn't in the AI you added. It's in whether your customer's AI can find, buy and run your product.
Before and during IBC 2026 I'm asking twenty CEOs, CROs, product leads and investors six questions, for a piece on how that changes the way broadcast technology gets bought and sold. Ten minutes. Your words, not your name. Everyone who takes part gets the findings.
The question behind it
Your customers are starting to run on AI. Some already send an agent to look at your product before they send a person. More and more, the first thing that looks at what you sell isn't a person. It's a machine working for a buyer or an integrator.
If it can't find your product, get a price, plug it in and run it, it picks one it can. You never hear about that deal. Nothing in your pipeline report will ever tell you.
The tools for this exist today. Most of the industry hasn't noticed yet.
The six questions
The same six on the sheet in my hand. Each one is a job your customer needs done before they'll buy, and keep needing done after.
When a buyer goes looking for what you do, what finds your product first: a person, or their AI? Have you checked what ChatGPT says about your product?
McKinsey, August 2026: about 1 percent of what AI models cite about brands comes from the brands' own websites.
Could a buyer get a price from you without talking to a rep? Would you publish one? If not, what stops you?
Could someone design a system with your product in it, and plug it in, without your engineers on the call?
Once it's live, who runs it and who picks up the phone? Could a machine do either of those jobs today?
How do you get paid: a licence a year, or as they use it? Has a big customer asked for a different model yet?
Who in your business owns all of the above? And has anything changed at the top this year: a new owner, investor or CEO?
Who's asking
What I do: commercial strategy for vendors, specifically whether your business is ready for AI agents to find, buy and run your products.