# ​AI Will Not Monetize Itself, Your Entitlement Model Will Decide What Revenue You Capture > Source: > Published: 2026-07-01 14:30:00+00:00 # AI Will Not Monetize Itself, Your Entitlement Model Will Decide What Revenue You Capture By Rishi Katdare, Forbes Councils MemberSource: [Forbes Innovation](https://www.forbes.com/innovation/)A decision that helped one quarter was making the business harder to defend in every quarter after it. A decision that helped one quarter was making the business harder to defend in every quarter after it. Get AI news in your inbox Daily digest of what matters in AI.