Rewriting the Pricing Playbook with AI
Agenda
EPP Ignite
Day 1 – September 17
Welcome & Registration
Welcome from Conference Chair
Opening Keynote
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.
IGNITE CONNECTIONS: ROUNDTABLE DEBATE
IGNITE CONNECTIONS: ROUNDTABLE DEBATE
- 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 suggest 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.
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
Welcome Coffee & Networking
Welcome Insights - EPP Chair
State of AI in Pricing
SEGMENT 1 - THE DATA FOUNDATION: GETTING YOUR HOUSE IN ORDER
Keynote
FROM PRICE TO PURCHASE: HOW AI IS REBUILDING THE ENTIRE CUSTOMER JOURNEY
- AI is finally making it possible to connect marketing inspiration, product selection, and price in real time, and the companies that crack this first will be impossible to catch
- Why your data isn’t just technically siloed, it’s organisationally siloed, and no algorithm fixes a culture where marketing, pricing, and IT refuse to share the same dashboard
- The next competitive frontier isn’t dynamic pricing, that’s already done. It’s what happens when your customer’s personal AI agent decides whether to trust your brand enough to even show them your price
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
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. 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
Break
Networking Break
SEGMENT 2 - PEOPLE, POWER AND THE ORGANISATION
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
- Discover hot 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
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
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
Break
Networking Lunch
SEGMENT 3 - PARALLEL TRACKS: INDUSTRY IMPLEMENTATION
Breakout Sessions
B2C TRACK
B2B TRACK
TURN CUSTOMER BEHAVIOUR INTO YOU’RE A COMMERCIAL WEAPON
How to cut through hundreds of potential pricing inputs to the variables that drive your commercial outcomes?
BUILD A B2B PRICING TEAMS OF THE FUTURE
Why pricing knowledge in most organisations stays trapped in individual markets, and how AI breaks that pattern so that what works in one region raises performance across all of them
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
AI-POWERED DEAL OPTIMISATION
How to build an AI pricing acceptance model that your sales team will actually trust and use, and what the realistic collaboration between pricing, data science, and commercial teams looks like in practice
PERSONALISATION AT EVERY PRICE POINT
What hyper-personalisation means for B2C pricing strategy, from subscription models to demand-based tiers
HOW AI UNLOCKS B2B'S MOST UNDERPRICED REVENUE STREAM
How to use AI to model and capture value across the full customer lifetime: from the initial sale through service, parts, upgrades, and renewal, and why the companies that crack outcome-based pricing in the next two years will build a structural margin advantage their competitors cannot replicate quickly
Panel Discussion
THE AI B2C PRICING PLAYBOOK: WHAT WORKS, WHAT BACKFIRES
Panellists from leisure, services and FMCG debate real outcomes
Panel Discussion
FROM PILOT TO PROFIT: SCALING AI IN B2B PRICING
Manufacturers and distributors share what it actually takes to get beyond the prototype stage
Break
Coffee & Networking Break
SEGMENT 4 - CLOSING: THE ROAD AHEAD
Keynote
EXECUTION OVER ASPIRATION: REAL BLUEPRINTS FOR AI IN PRICING
- Why teams revert to Excel even after deploying AI tools, and what that tells you about system design, not human behaviour
- The trust gap: how to build pricing systems your commercial teams will stop second-guessing
- The affordability spectrum: what “good enough” AI infrastructure looks like at three different company sizes: enterprise, mid-market, and lean team
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
Closing Remarks
Conference Chair – summary of key findings and IGNITE 2027 preview
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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