Rewriting the Pricing Playbook with AI
Agenda
EPP Ignite
18:00
Welcome & Registration
Arrival, badge collection and welcome coffee
18:30
Welcome from Conference Chair
EPP Chair sets the scene for IGNITE 2026
Eren Alan, Founder, Pretium
18:35
Opening Keynote
Behavioural Analytics + AI: The Combination Most Pricing Teams Are Still Missing
- Understand the difference between optimising price and understanding how customers actually respond to it — and why behavioural science is the layer most AI pricing implementations skip entirely
- Get a clearer picture of where AI governance and behavioural ethics intersect in pricing — and why the teams that get this right retain customers that the ones chasing margin alone will lose
Deepak Narayanam, Chief Data Officer, Former Access Bank
19:05
IGNITE Connections: Roundtable Debate
In five years, will AI make the pricing executive more powerful or redundant?
The industry has spent three years talking about AI in pricing. Tonight, we find out where this room actually stands, and whether the optimists or the realists have the better argument. Bring your sharpest thinking: EPP research suggests the answer is far less obvious than either side wants to admit.
Tables are pre-assigned a position to defend for or against, regardless of personal view. Each table nominates one spokesperson to land their sharpest argument in 60 seconds at the close.
19:40
Networking Dinner
08:00
Welcome Coffee & Networking
08:30
Welcome Insights — EPP Chair
State of AI in Pricing
Eren Alan, Founder, Pretium
Segment 1 — The Data Foundation: Getting Your House in Order
08:40
Keynote
The Agency Paradox: Leading Organisations Through AI-Driven Change
- Why senior leaders resist AI not because of technology but because of identity — and how to address it head-on
- How to design AI rollouts that preserve accountability and keep your best people engaged
- Turning the 'Titanic problem' of slow organisational change into a strategic sequencing advantage
Federica Crippa, Group Product Manager, Booking.com
09:10
Keynote
Making AI Accountable: Measuring ROI Before and After Deployment
- Moving past vanity metrics: a framework for pricing executives to define and defend AI ROI
- The blueprint model, before-and-after business cases that get board-level buy-in
09:40
Roundtable Discussions
How clean does your data really need to be?
- Everyone tells you to fix your data before you start. But the companies actually making progress aren't waiting for perfect — they're learning what "good enough" looks like by doing
- This is the question that separates the organisations still stuck in data preparation from the ones already generating pricing decisions from imperfect inputs
10:30
Networking Break
Segment 2 — People, Power and the Organisation
11:00
Keynote
Pricing Teams of the Future: Building the Skills That Actually Matter
- The shift from data crunching to strategic advisory — what it means to hire, develop and lead a pricing team post-AI
- Can you make high-quality strategic decisions without having done the grind work first?
- The skills ladder: from Excel proficiency to AI architecture — the practical workforce roadmap
Enrique Garcia Sevilla, Global Senior Revenue Growth Manager, Arla Foods
11:30
Keynote
Pricing in the Storm: How AI Gives You an Edge When the Rules Keep Changing
- Since 2020, pricing leaders have been permanently in the war room. AI won't make the uncertainty stop — but here we will explore how to use it to reduce response time
- Explore how companies are using AI to compress the time between a market shock and a confident pricing decision
- How to use AI to build scenario-ready pricing architecture: the practical steps to move from reactive reforecasting to a system that already has the answer when the world changes overnight
12:00
Keynote
Rewriting the Pricing Model: Evolving from SaaS to AI-Powered Products
- How we are navigating the shift from traditional SaaS pricing models to AI-driven offerings across a broad portfolio
- Key design choices (value metrics, packaging, monetisation logic)
- Managing customer expectations and willingness to pay
- What we got wrong along the way (and what we'd do differently)
Jesse Finch Gnehm, Vice President Pricing, Thomson Reuters
12:30
Networking Lunch
Segment 3 — Parallel Tracks: Industry Implementation
13:30
B2C Track
Keynote
From Price to Purchase: How AI Is Forcing Pricing to Own the Entire Customer Journey
- See how leading B2C operators are using AI to map and predict the full customer journey, from first inspiration to conversion, not just the moment of transaction
Iliana Cruz, Corporate Director, Revenue Management, Pricing and Distribution, Former Parques Reunidos
B2B Track
Keynote
From the Trenches: AI Agents Built for Pricing Gains
- A walk-through of two AI agents built within Microsoft Copilot: one that recommends pricing based on five years of historical data and a defined pricing strategy, and one that analyses lost commercial opportunities
Caio Riccardi, Global Pricing Specialist, Cavotec
14:00
B2C Track
Keynote
Trust, Transparency and the Consumer Pricing Backlash
- How to use AI to manage price perception as actively as you manage price itself
- The signals to monitor, the volatility thresholds that matter, and how the best operators stay in control of the story their pricing tells
B2B Track
Keynote
From Price to Margin: How Agentic AI Closes the Gap Between the Pricing Decision and the Commercial Outcome
- Explore how agentic AI is giving commercial teams the guardrails they need: live deal guidance, exception visibility, and clear bottom-line impact at the point of negotiation, not three weeks after the quarter closes
- Walk away with a framework for connecting your pricing logic to commercial execution so that your next pricing call doesn't just happen fast — it lands
Fan Mou, Senior Director Presales EMEA, Vistex
14:30
B2C Track
Panel Discussion
The AI B2C Pricing Playbook: What Works, What Backfires
- Panellists from leisure, services and FMCG debate real outcomes
B2B Track
Fireside Chat
The Conversation Everyone's Too Scared to Have — AI Is Not Your Silver Bullet
- What 'getting the foundations right' actually means in practice: data quality, list price methodology, matrix pricing, discount management, and systems integration
- How to manage upward when boards want AI announcements and your team needs clean data
- What genuinely AI-aligned tools look like in distribution and B2B, and how to tell the difference between those and everything else claiming the label
Rehan Mogul, Head of Pricing Excellence & Analytics, Euro Car Parts
15:00
Coffee & Networking Break
Segment 4 — Closing: The Road Ahead
15:30
Keynote
Execution Over Aspiration: Real Blueprints for AI in Pricing
- When AI adds friction instead of removing it: how to tell the difference between a tool that saves time and one that just moves the work somewhere else
- How a pricing team used generative AI to unlock visibility into €1B+ of revenue that dashboards couldn't reach — without a single external consultant or IT project
- The pressure to deliver AI results without the mandate to do so: how pricing leaders are making progress from the sidelines
Dennis Bosboom, Senior Pricing Analytics Manager, Philips
16:00
The Most Underused Lever in Your Business Isn't AI. It's Pricing.
How AI is finally forcing pricing into the boardroom — and what that means for you
- How companies are using AI to reconnect pricing to go-to-market strategy, brand value, and commercial architecture — and how that shift changes everything about your role
- Not one AI company in the world has figured out how to price its own product profitably. Discover why the organisations pulling ahead aren't the ones with the best models — they're the ones who finally stopped treating pricing as a number and started treating it as a decision
16:30
Final Roundtable
One Commitment to Take Home
Structured closing exercise: each table agrees on a single AI pricing action their organisation will implement within 90 days
17:00
Closing Remarks
Conference Chair — summary of key findings and IGNITE 2027 preview
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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