Rewriting the Pricing Playbook with AI
Agenda
EPP Ignite
18:00
Welcome & Registration
Arrival, badge collection
18:20
Opening Remarks from EPP General Manager & Conference Chair
Pedro Fernandes – GM – EPP
Eren Alan – Founder – Pretium
Eren Alan – Founder – Pretium
AI – Setting the Scene
18:30
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
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
19:40
Networking Dinner
08:00
Welcome Coffee & Networking
08:30
Welcome Insights - Conference Chair
Eren Alan – Founder – Pretium
Facing the Foundations
08:40
Keynote
The Agency Paradox: Leading Organisations Through AI-Driven Change
- AI has the potential to give people more agency (higher productivity, better decisions, more creativity), yet it could be perceived as loss of control and ownership.
- How is AI transformation affecting customers' habits and, even more, changing internal dynamics?
- Where are the opportunities, where are the frictions, and why the AI cost efficiency is not going to happen overnight
Federica Crippa – Group Product Manager –
Booking.com
09:10
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. Tonight, we find out where the line really is
- This is the question that separates the organisations still stuck in data preparation from the ones already generating pricing decisions from imperfect inputs
Dr. Anna van der Weerden – co-CEO –
TopMonks
Pavel Matyasko – Business Analyst, Pricing Solution Expert – TopMonks
Pavel Matyasko – Business Analyst, Pricing Solution Expert – TopMonks
09:40
Roundtable Discussions
Table 1
AI in Pricing and Data Readiness: Pink glasses still on?
Repeating misconceptions — assumptions vs. reality check.
Facilitated by: Pavel Matyasko, TopMonks
Table 2
When AI Gets the Answer Right, What Should Still Remain Human?
Explore where human judgment still genuinely adds value, particularly around customer behaviour.
Facilitated by: Deepak Narayanam, Former Access Bank
Table 3
Managing upward
How do you get buy-in from the board and the company to implement AI, and how do you report progress?
Facilitated by: Iliana Cruz, Former Parques Reunidos
Table 4
The skills ladder
Can someone become a strategic pricing leader if AI has removed the grind work they'd have learned from?
Facilitated by: Enrique Garcia Sevilla, Arla Foods
Table 5
Buying an edge in volatility
What would it take for AI to actually shorten your time from market shock to confident
price decision, today, not hypothetically?
Facilitated by: David Lagerholm, Former Electrolux
Table 6
The line between AI-aligned and AI-labelled
What's one tool or vendor claim you've personally learned to see through?
Facilitated by: Caio Riccardi, Cavotec
10:30
Networking Power Time
Testing the Thinking
11:10
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, explore the practical workforce roadmap
Enrique Garcia Sevilla – Global Senior Revenue Growth Manager –
Arla Foods
11:40
Keynote
Finding Quick Wins in Price Variance and Actually Fixing Them
An interactive session on AI as an enabler for corrective pricing actions.
Pieter Valcke – Senior Manager Commercial Strategy & Pricing –
Monitor Deloitte
12:10
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
12:40
Networking Lunch
Building in the Trenches
14:00
Rethinking Pricing Processes for the AI Era
- Comparing strategic pricing decisions against operational, day-to-day pricing responses
- Real B2B and B2C examples of moving from reactive decision-making to a structured AI process
Pedro Campelo – Partner – LTPLabs
14:30
From the Trenches: AI Agents Built for Pricing Gains
Caio Riccardi will walk through the creation of two AI agents he 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
15:00
Keynote
Pragmatic Workflow Automation in Pricing
How pricing teams can combine generative AI tools (like Gemini) with lightweight scripts and database automation
to streamline analytics, build scenario decks, and reduce daily administrative load.
Joel Whitmore – Pricing Strategy Support Manager –
John Lewis & Partners
15:30
Coffee & Networking Break
Closing the Gap
16:00
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
David Lagerholm – Pricing Manager –
Former Electrolux
16:30
Panel Discussion
Rewired: What AI Is Doing to Pricing Talent and Leadership
- Why standard hiring case studies have stopped working, and what leading teams use to assess candidates instead
- How to evaluate and develop the skills already on your team, not just the ones you're hiring for next
- What it really takes to lead a pricing function when the expertise it demands keeps shifting
Jesse Finch Gnehm – Vice President Pricing –
Thomson Reuters
Eren Alan – Founder – Pretium
Niraj Parekh – Head of Pricing – LGC
Eren Alan – Founder – Pretium
Niraj Parekh – Head of Pricing – LGC
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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