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SAMS USA 2026
Keynote Sponsor

Looking forward to meeting with you! 

Independent SAM
in a room full of vendors.

Marriott Marquis Chicago
3 December - 4 December

Software estates are becoming harder to manage. Hybrid licensing, cloud consumption, SaaS sprawl, vendor audits and AI-driven technology are changing the rules of Software Asset Management.

Livingstone will be at SAMS UK 2026 to connect with SAM and ITAM professionals and share practical approaches to licence optimisation, cost reduction, compliance and vendor management.

Come and meet us at our stand. If you haven't already registered, You can grab a free pass using our VIP code here. 

Whether you're reviewing your software estate, preparing for a vendor audit or looking for ways to reduce unnecessary licensing costs, come and have a conversation with our team.

You can pre book time with one of our experts by filling in the form opposite and we will reach out to you directly.

Let's talk about where you could unlock value.

Two days of SAM - knowledge exchange, roundtables and licensing debate with ITAM leaders from across Europe.

Meet with our team
craig-van-der-velden-colour-350a

Craig van der Velden

Global Head of Sales & Marketing

Craig van der Velden leads global sales and marketing at Livingstone, bringing an international executive career of 20+ years built across ITAM, FinOps, and software asset management leadership at firms including Anglepoint, DXC, and Fujitsu. a recognised cost-savings strategist, he turns business strategy into action - inspiring teams and delivering measurable, transparent value for clients.

Finops, AI Maturity & Tokenomics

AI has moved from experiment to business critical infrastructure faster than the policy, spend visibility, licence controls and value measurement around it.

Tools were bought by departments, agents were switched on inside platforms you already owned, and spend is moving from simple seat licences into tokens, consumption and model specific cost drivers. That creates two problems at once: a governance problem, because nobody can prove the AI is under control, and a cost problem, because the fastest growing line on the IT bill is also the least visible.

  • Adoption is outrunning governance. AI usage is spreading faster than most organisations can govern, measure or optimise it.

  • The spend model has changed. AI cost is moving beyond seat based licensing into tokens, consumption, agents and model specific cost drivers, so the old licence view no longer captures it.

  • Shadow AI creates blind spots. In usage, data handling, adoption and future cost exposure.

  • Boards want proof of value. Not technical novelty, a defensible number that shows AI investment is delivering business value.

What we'll be talking about

Microsoft, Oracle & Broadcom

Licensing models are shifting fast across the big publishers. We help you read the changes early, model the impact, and hold a defensible position well before renewal or audit. 

SAM & ITAM


A fully managed service from a provider with no software to sell. You get vendor-neutral advice, one accountable team, and outcomes measured against your savings rather than our sales.

FinOps for software spend

Bring SAM and FinOps together to see committed, consumed and wasted spend in one view, then turn shelfware and over-provisioning back into reclaimed budget. 

Enterprise AI in the estate

As AI tooling spreads through the licensing and compliance workflow, we help you adopt it safely, govern the data behind it, and separate genuine automation from the noise. 

GreenOps & ESG reporting

Your ITAM data is some of the best evidence you have for Scope 3 and sustainable procurement. We help you structure it so it stands up to reporting and to scrutiny.

Audit defence

From EULA strategy to lock-in and unexpected audits, we sit on your side of the table and help you manage publishers with the leverage that clean data gives you.