In December 2025 I published an AI Innovation Watch List , a snapshot of tools using AI to tackle ITAM, SAM, licensing and FinOps workloads, plus early signs of ITAM tooling evolving to manage AI itself.
That article was a starting point. The obvious next step is to stop guessing from the outside and get hands-on with what’s actually being built.
So I’m kicking off a series of AI innovation vendor briefings. If you’re building something genuinely useful in this space , whether you were on the watch list or not , I’d like to see it.
What I’m looking for
Broadly, two themes:
- AI that helps with ITAM work
Automation and decision support across the messy day-to-day: discovery, normalisation, data quality, contract and entitlement intelligence, renewal support, licensing Q&A, optimisation recommendations, workflow automation/agents, FinOps-style commitment optimisation. - ITAM for AI (managing AI as an asset)
Helping organisations understand what AI they’re using (including shadow AI), who’s using it, what data it touches, what it costs, what the risks are, and how it’s governed , plus any tooling that helps make AI supply chains and licensing cleaner.
If you’re not sure whether you “count”, please get in touch. If it touches ITAM outcomes, I’m interested.
What a briefing looks like
60 minutes, remote. I want to see what you’d normally show a customer:
- What you do, and who it helps
- Where you think you’re genuinely innovating (and why)
- A high-level walkthrough of the technology in action (a demo is ideal), with a focus on uniques or key differentiators
- Q&A , I’ll come armed with questions!
This is exploratory. There’s no scoring model, no bake-off, and no “winner”.
What you’ll get in return
If you take the time to brief me, you will be included in our coverage of AI innovation in the ITAM market.
That might be:
- a standalone write-up (if the innovation warrants it), or
- a collective mention as part of a broader “what I’m seeing” article.
Either way, you’ll get your work in front of an audience that actually cares about the details.
And to be crystal clear: the coverage will be published with no paywall, freely readable on the ITAM Review site.
Also worth saying out loud: this isn’t pay-to-play. There’s no briefing fee, no sponsorship requirement, and no “package”. The value exchange is: you show me what you’re building, and I share what I learn with the market.
A quick note on NDAs and write-ups
I’m happy to sign an NDA if that’s what it takes to see the good stuff. But the point of the exercise is to publish insight, so we’ll need a clear understanding of what can be written about afterwards. If nothing can be shared, it’s probably not a good use of anyone’s time.
Who’s already on the radar
The original watch list included examples across categories like licensing copilots, SaaS/shadow AI discovery and governance, contract intelligence, data quality/normalisation, FinOps optimisation, AI supply-chain governance, portfolio rationalisation, and ITAM automation/agents.
If you weren’t, and you should have been , now’s your chance to fix that.
How to take part
Get in touch via the ITAM Review Contact page or message me on LinkedIn.
In your first message, please include:
- 2–3 sentences on what you’ve built
- Which theme it fits: AI for ITAM or ITAM for AI (or both / something else)
- Who it helps
- Who you want on the call (ideally someone who can do the walkthrough and answer product questions)
If it looks like a fit, we’ll get a briefing booked in.
Thanks for your help, I look forward to digging in and shining a light on this area of the market.
Cheers, Martin
