The Future of Pricing in an
AI-Transformed World
REIMAGINING VALUE IN THE AI ERA
Agenda
EPP Ignite
Day 1 – September 17 | Vision Summit
Welcome
Welcome & Registration
Opening Remarks
The New Paradigm of Value Creation
Pol Vanaerde – Chair – EPP Pricing Platform
Welcome from Conference Chair
Claire Wang – Speaker & Workshop Leader – Claire Wang
Keynote Session
The Cognitive Marketplace – How AI is Reshaping Consumer Pricing
- Explore how technology is fundamentally changing value perception across B2B and B2C sectors
- Discover how to transform pricing from a tactical function to a strategic driver by integrating behavioral insights with technological capabilities
- The convergence of B2B and B2C pricing strategies in the AI era
Keynote Session
Overcoming Pricing Complexity with AI
- Understand how AI pricing unlocks profitability and competitive advantage
- Discover how the different types of AI can help with specific
- Pricing fieldsLearn what are the 5 differencing factors of best-in-class pricing capabilities
Alex Swales – Managing Director & Partner – BCG
Interactive Session: Industry Roundtable
Wine and AI?
Building Trust in a Blended World An Interactive Wine Tasting Experience for the Curious Mind
In today’s algorithm-driven world, trust is the new currency. Just like wine, AI is judged by outcomes, shaped by unpredictable conditions, and often misunderstood if you don’t speak its language.
Both demand interpretation, context, and a story you can believe in. In this immersive tasting session, you’ll explore a simple yet powerful framework to sharpen decision-making, whether you’re choosing a bottle that delights your dinner guests, or backing an AI initiative that delivers real ROI.
Ready to refine your palate and your judgment?
Claire Wang – Speaker & Workshop Leader – Claire Wang
Networking Dinner
After a full day of discussions and knowledge-sharing, we’ll gather at Events @ No 6 for an evening of networking in a more relaxed setting. This dinner is the perfect opportunity to continue conversations from the sessions, exchange experiences with peers, and build new professional connections.
Enjoy a warm atmosphere, great food, and the chance to connect with fellow participants beyond the formal program.
Day 2 - September 18 | Practical Implementation
Welcome Breakfast & Networking
Opening Remarks
Pol Vanaerde – Chair – EPP Pricing Platform
Welcome Insights
Claire Wang – Speaker & Workshop Leader – Claire Wang
Provocations & Inspirations
Keynote Session
Transforming pricing teams: from executioners to strategic advisors
AI-Driven Pricing Excellence in a Post-Merger Environment
- Navigate the human element of pricing transformation by building change management approaches that turn technical adoption into strategic advantage · Leverage AI and digital tools to free pricing teams from tactical execution, enabling them to become true business advisors focused on market dynamics and competitive analysis
- Practical lessons from merging legacy systems and pricing approaches while maintaining operational excellence and team engagement
Magnus Ingemann - Global Head of Pricing & Analytics - Novonesi
Keynote Session
The RGM Hitchhiker’s Guide: Navigating the Chaos of Growth
- The Art and Science of pricing
- The Costa journey of moving to data-based pricing decisions
- A Five-step guide to better pricing
Prashant Singh - Head of Data & AI - Costa Coffee
Roundtable Discussions:
1.Beyond Algorithms: AI-Human Collaboration in Pricing Strategy
Exploring the optimal balance between machine intelligence and human intuition to create pricing approaches that competitors with only one or the other cannot match
Hosted by Piotr Klima – Pricing Director – Universal Robots
2.Beyond the Spreadsheet: AI Strategies for navigating supply chain volatility and raw material cost fluctuations in Manufacturing
Hosted by Pieter Valcke – Senior Manager of Commercial Strategy, Pricing & Analytics – Monitor Deloitte
3.Performance Measurement Revolution: Moving Beyond Year-Over-Year Metrics
Hosted by Montgomery Blair – Chief Commercial & Analytics Officer – Zeeba Automotive Group
4.Emotional Intelligence in Pricing AI: The Next Frontier
Leveraging AI that understands customer sentiment, psychological pricing thresholds, and emotional purchase drivers to create more compelling value propositions.
Hosted by Aaron Jones – Senior Data Science Manager – Costa Coffee
Break
Networking Break
Translating Vision to Action
Your next A-Ha moment
Claire Wang – Speaker & Workshop Leader – Claire Wang
Keynote Session
The Pricing Organization of 2030
Building Teams That Blend Human Creativity with Algorithmic Intelligence
- Accelerate transformation and secure executive buy-in with a proven organizational blueprint that integrates human pricing expertise with AI capabilities
- Attract and retain top pricing talent by structuring teams and roles that leverage both technological proficiency and strategic creativity
Piotr Klima – Pricing Director – Universal Robots
Keynote Session
A practical approach to AI in pricing: navigating challenges and driving value
Breaking Through Implementation Barriers to Achieve Real-World Results
- Cut through the hype by understanding the five critical challenges preventing companies from successfully implementing AI in pricing – and how to overcome them
- Build a strategic roadmap for AI pricing transformation that aligns technical implementation with business objectives
- Develop actionable frameworks for measuring AI pricing performance that go beyond basic metrics
Montgomery Blair – Chief Commercial & Analytics Officer – Zeeba Automotive Group
Panel Discussions
Beyond Traditional Pricing Metrics: The Ai Revolution
Capturing Invisible Value and Monetizing Experience in Ways Your Competitors Haven’t Imagined Yet
- Unlock hidden revenue streams by discovering how industry leaders are measuring and monetizing previously invisible dimensions of consumer value
- Outperform competitors by implementing next-generation metrics that capture emotional, experiential, and contextual value far beyond traditional price-to-feature comparisons
Pekka Autere – Lead Data Scientist Supply Chain and Pricing AI – H&M
Imane Adoua – EMEA Head of Marketing- Pricing & Data Strategy – Kohler
Break
Networking Lunch
- Expert Consultation Corners | One-on-one sessions with Pricing technology Experts
Practical innovation
What we have learned so far
Claire Wang – Speaker & Workshop Leader – Claire Wang
Keynote Session
Leveraging machine learning for price elasticity: from theory to implementation
- Discover real-world implementation insights from a B2B machine learning elasticity model
- Navigate technical and organizational challenges when introducing AI-driven pricing models
- Dichotomy of AI-driven optimization and value-based pricing: looking for the right balance
Roberto Gonzalez Moro – Global Pricing Analytics Manager – Hilti
Keynote Session
AI Unpacked: Generative, Analytical, Agentic & AGI
Key Takeaways:
- Understand the core differences between generative, analytical, agentic AI, and AGI
- Identify which AI technologies are most relevant to pricing and sales strategies
- Discover actionable steps to implement AI solutions in your business today
Nick Boyer – Senior Director of Strategic Consulting – PROS EMEA
Roundtable Discussions:
1.Data Quality Dilemmas: Overcoming the Garbage-In-Garbage-Out Problem
Addressing the hidden data quality issues that undermine AI pricing models and strategies for building reliable datasets even when starting from imperfect information
Hosted by Imane Adoua – EMEA Head of Marketing- Pricing & Data Strategy – Kohler
2.Integration Hurdles: Connecting AI to Legacy Pricing Systems
Navigating the practical challenges of implementing AI solutions alongside existing pricing infrastructure without disrupting current operations.
Hosted by Piotr Klima – Pricing Director – Universal Robots
3.The Economics of AI Pricing: Why Most Companies Get the Math Wrong
Hosted by Montgomery Blair – ChiefCommercial & AnalyticsOfficer – Zeeba Automotive Group
4.Ethical Boundaries and Regulatory Compliance
Balancing AI pricing optimization with emerging regulations, avoiding algorithmic discrimination, and maintaining customer trust in increasingly scrutinized markets
5.Measuring Real Impact: Beyond the AI Hype Cycle
Establishing meaningful KPIs for AI pricing initiatives, identifying when algorithms are underperforming, and knowing when to pivot strategies versus when to persevere
Break
Networking Break
Keynote Session
GenAI for Pricing: Building reliable foundations in an ambiguous world
In the rapidly evolving landscape of AI-driven pricing, Generative AI (GenAI) promises transformative insights—but only if your pricing practices are geared towards data driven approaches. This session explores how to harness GenAI’s potential while navigating its limitations, introducing some core concepts that get you started on this adventure.
- Trace the evolution of pricing analytics
- How to set up reports and tables with a clear pricing purpose
- Why tracking price actions, and context remains critical—even with GenAI’s “intuitive” capabilities.
- Learn how to break down complex pricing questions into smaller, answerable components to unlock reliable GenAI outputs.
Claudia Garcia Cueto – Senior Solution Advisor, Specialized in Pricing – Vistex
Sara Iñigo Sánchez – Data Scientist, Pricing – Vistex
Keynote Session
Decision tree and churn prevention in subscription pricing
Leveraging Machine Learning for Predictive Customer Behavior Analytics
- Unlock the potential of decision tree algorithms to identify early warning signals of customer attrition before they manifest in traditional metrics
- Discover how gradient boosting and neural networks can be applied to create dynamic pricing strategies that neutralize adverse mix effects across manufacturing, luxury, and service industries
- Implement K-means clustering techniques to segment your customer base with precision, enabling targeted promotional offers that maximize return and minimize churn
Stefano Porciello – Global Pricing Lead – OASE
Round table Discussions:
Collaborative Workshop: "The Pricing Manifesto"
“Your 100-Day Plan for Pricing Transformation”
1.Manufacturing: AI Pricing Roadmap: Implementing AI for complex product portfolios, long sales cycles, and contract-based pricing models while navigating supply chain volatility and raw material cost fluctuations
2.Retail: AI Pricing Roadmap: Deploying dynamic pricing algorithms across omnichannel environments, balancing margin optimization with competitive positioning, and leveraging customer loyalty data for personalized offers
3.FMCG: AI Pricing Roadmap: Scaling AI pricing across high-volume SKUs, adapting to rapid market changes, and maintaining brand value while optimizing promotion effectiveness and retailer relationships
4.Services: AI Pricing Roadmap: Developing value-based pricing models for intangible offerings, implementing subscription optimization algorithms, and using AI to price based on capacity utilization and demand patterns
5.Cross-Industry: AI Pricing Roadmap: Building the foundational elements that transcend industry boundaries: data governance frameworks, cross-functional tea
Closing Remarks – Your AI playbook
Claire Wang – Speaker & Workshop Leader – Claire Wang
End of the Event
Don’t just take our word for it
The event was a unique platform for the RGM Community to come together, share experiences and build on them. It is a true opportunity to find inspiration and a great occasion to network with experiences peers from other companies.
Anıl Araslı - Senior Revenue Growth & Data Analytics Manager - Sephora
Attending the EPP Events is always a great pleasure, bringing together a multitude of brilliant minds and pricing enthusiasts. In my view, it sets the gold standard for pricing events.
Daniel Lindner - Strategy Principal Director - Pricing & Commercial Strategy Europe – Accenture
The EPP offers a unique opportunity to purposefully create sparks of inspiration for each pricing professional who participates in these perfectly organized and orchestrated forums. Bringing pricing experts, pricing practitioners, and solution designers into the same room for a couple of days, is an unmatched and rewarding experience for everyone attending.
Dr. Markus Husemann-Kopetzky - CEO Price Management Institute & Pricing Researcher at FU Berlin
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