AI licensing deals are tempting, but selling your archive is a one-time sale of a recurring asset. The more durable play for media, events, and data businesses is to own the interface AI uses to reach your content, or meter access to data that keeps changing.

In this episode of The Revenue Room™, host Heather Holst-Knudsen sits down with Patrick Garrigan, Co-Founder and CEO of Tenning, the advisory and events firm he launched with Kris Coratti Kelly (formerly Chief Communications Officer at The Washington Post and EVP of Global Communications at CNN). After two decades building commercial engines at The Atlantic, POLITICO, Bloomberg — where he launched the Qatar Economic Forum as Global Head of Bloomberg Live — and Condé Nast, where he created Vogue World and led Vogue Business and WIRED Consulting, Patrick bet that judgment itself is a sellable, scalable product. He shares what musical theater taught him about running a room, why most business events "don't have to stink," and the one question every event organizer should ask before launching a media business. , , Events Revenue, Experiential Marketing, Audience Development, Media and Events, Event Programming, Sales Leadership, Relationship Selling, CEO Strategy, Revenue Growth, Sponsorship Strategy, Legacy Media Reinvention, Media Business Models, Leadership Lessons, Entrepreneurship

Your 2027 AI budget probably lists tools. The companies that see a return will budget for outcomes instead: the workflow, the cost it replaces, and the person accountable for results. Here are five moves to build an AI budget that can actually prove its ROI.