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How AI-Era Pricing Is Reshaping Finance Operations
Usage-based and hybrid pricing models are changing how B2B companies generate revenue — and creating new headaches for the finance teams behind them.
Tabs co-founder Rebecca Schwartz and PwC Partner Amit Dhir sat down to unpack exactly what that means in practice: how pricing model decisions ripple into revenue recognition, forecasting, and financial ops — and what it takes to scale without piling on manual work.
Watch the on-demand recording to get practical frameworks, real-world examples, and a clear path to operationalizing usage-based revenue — including a forward-looking take on how AI will reshape financial workflows. If your team is navigating pricing complexity heading into the back half of the year, this is worth an hour.
1️⃣ Meta Rolls Out Live Video Ads & Virtual Checkout Cards
Meta is launching Live Video Ads globally on Facebook and Instagram, letting businesses promote live shopping streams to new audiences. This summer, Meta is also rolling out virtual checkout cards on both platforms, where shoppers get a temporary card number from their existing Mastercard or Visa to buy inside the app without sharing actual card details.
Compatible live shopping platforms in the US include CommentSold and TalkShopLive.
Source: Meta Business News
My take: Meta wants more of your sales revenue, and now they have the checkout tools to get it. Virtual cards mean buyers never leave the app. You can bet they will take a cut for that.
2️⃣ Instant Forms Get Built-In Appointment Booking
Meta is adding a "Book time" option to Instant Forms. After someone submits the form, a booking widget shows up right away and their name, email, and phone carry over, so they pick a time slot without typing anything again.
Calendly and HighLevel work now, HubSpot is planned for August.
Source: Social Media Today
My take: This is a big one for anyone running lead gen. The gap between "form submitted" and "call booked" is where most leads die. Closing that gap inside Facebook itself should mean warmer leads for service businesses.
3️⃣ New Button Shows Advantage+ Enhancement Defaults
Meta is adding a "Review defaults" button at the ad level. One click shows you which Advantage+ creative enhancements are currently turned on for your ad, so you can review and edit them before publishing.
Source: Bram Van der Hallen
My take: Meta keeps switching these enhancements on by default, and half the time you find out after your ad looks weird in the feed. At least now the defaults are one click away. Check them every single time before you publish.
4️⃣ Meta Adds 6-Second Video Play Metrics
Ads Manager is getting a new "6-second video plays" metric. It counts how many times your video played for at least 6 seconds, or to the end if it's shorter than that. You can also add "Cost per 6-second video play" to your reports.
Source: Bram Van der Hallen
My take: Finally something between the 3-second play and ThruPlay. Three seconds could be an accident, six seconds is attention. Great hook rate metric.
5️⃣ WPP Pilots Meta's New AI Creative Strategy Tool
WPP is the first agency to pilot Meta's new AI-powered creative tool, integrated into the WPP Open platform. The tool analyzes campaign performance and helps teams generate new creative concepts in line with brand identity, using a feature called Brand Memory that learns from existing ads. Unilever is the first advertiser using the combined solution.
Source: WPP
My take: Big agencies always get the new toys first. The interesting part is Brand Memory, which teaches the AI your brand's tone before it generates new creative. Whether smaller advertisers ever get access is the real question.
That's it for this week.
See you in two weeks with the latest Meta news.
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