Marketers embraced AI when it was priced like an all-you-can-eat buffet. Providers’ shift to token-based pricing comes just as agentic workflows are becoming part of everyday marketing — and agents use many, many tokens. Martech’s infrastructure needs to change if it’s going to keep costs down amid growing demand. The moment AI connects to your business systems, the chatbot becomes much more powerful. Instead of answering one question at a time, it can pull customer records from your CRM, analyz