Cloud spend continues to increase as the need to deliver a better customer experience (CX) — via AI, the metaverse, or as-a-service platforms — shows no signs of slowing down. Whether for a B2B or B2C customer or an internal IT or DevOps team, cloud-based applications are now a norm, and most organizations and teams are experimenting with generative AI capabilities. The problem is that digital-driven enterprises are enabling cloud spend to increase without subjecting it to scrutiny that can better rationalize the spending against business outcomes and ROI. Enter FinOps.