As AI tools become embedded in professional services delivery, marketing and business development teams are increasingly drawn into conversations about pricing, value and positioning. These are often areas they do not control directly, yet they significantly influence how clients perceive value and how firms protect growth.
Clients may assume that if AI reduces time, fees should fall. Firms know the picture is more complex.
In this 45-minute webinar, Dr Carl Bezuidenhout explores how AI is influencing pricing and value conversations in legal and accounting firms, and what that means for those working at the intersection of partners, pricing and clients.
Drawing on sector research and market examples, the session will examine:
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Why reduced time does not define value
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What is actually changing in terms of the identity of firms
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How the traditional hours × rate logic is being questioned
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How value drivers are shifting toward scrutiny, governance, defensibility and professional judgement
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The risk of commoditisation when AI is framed purely as speed, and how this can obscure deeper value around confidence, oversight and accountability
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How client-side AI adoption is altering competitive dynamics
The session will close with practical steps that Marketing and BD leaders can take to influence the value discussion, reframe proposals, and support stronger client outcomes and firm growth.
This is not a technical session about AI tools. It is a commercial discussion about value, trust and competitive positioning in an AI-influenced market.
Participants will leave with sharper language, clearer framing and practical actions they can apply immediately.
Speaker:
Dr Carl Bezuidenhout
Dr Carl Bezuidenhout is a business development and marketing leader with almost 20 years’ experience in professional services. He has held senior roles in law and accounting firms, leading growth initiatives, strengthening client engagement, fostering partner collaboration and embedding data-informed decision-making.
Carl is Chair of the Advisory Board Centre in NSW. His doctoral research examined the influence of AI on professional services firms. In this webinar, he brings together research and industry experience to offer practical, commercially grounded insights for marketing and BD leaders.
Event Details:
Date: 22 April 2026
Times:
1:00 pm - 2:00 pm: Sydney, Melbourne, Brisbane
12:30 pm - 1:30 pm: Adelaide
3:00 pm - 4:00 pm: New Zealand
11:00 am - 12:00 pm: Perth, Hong Kong, Singapore
Price:
Members: Free | Non-Members: AUD90.00.
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