I don't agree. This is the well-trodden road of the noun becoming a verb, with a more specific meaning than the existing alternatives.

The noun of an 'incentive' article (gift or other inducement) therefore becomes to incentivize, meaning quite specifically to reward by means of giving this article. IMHO it's not a pretty word. But then few such ~ize formations are! They do seem to serve a need - and that's what surely counts in how language adapts?