At the Monetize conference, the focus was on the evolving landscape of monetization in the AI era, likened to a new engineering discipline. As AI shifts traditional roles, the concept of value is becoming dynamic and distributed, prompting companies to rethink their monetization strategies from a systems perspective. OpenAI's Head of Financial Engineering, Sara Conlon, demonstrated how treating monetization as a platform problem, rather than just a financial task, resulted in a more efficient and consistent approach. Her work involved consolidating disparate financial processes into a unified layer, allowing for modular and reusable billing components. The panel discussion, featuring leaders from Salesforce, GitLab, and Astronomer, emphasized the importance of centralizing monetization ownership, highlighting how aligning roles and responsibilities can streamline decision-making and enhance product-to-revenue connections. Moreover, the conference underscored the need for real-time revenue observability, akin to site reliability engineering, to ensure transparency and operational control over financial flows. Overall, the discussions at the conference suggested that successful monetization in the AI era requires treating it as core infrastructure, integrating pricing, product, and engineering into a cohesive framework that supports growth and adaptability.