AI - The Future of Pricing

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The Pricing Paradigm Shift: From Excel Trenches to AI Promise

What’s Really Holding Pricing Back

This EPP original white paper presents the most in depth independent look at how artificial intelligence is really being applied in pricing across Europe today.

Built on more than 30 hours of candid conversations with senior pricing leaders, it cuts through the hype to reveal where AI is delivering value, where it is falling short, and what is actually happening inside complex organisations. Practical, experience led, and grounded in real world challenges, it offers a clear view of the current state of AI in pricing and what comes next.

IGNITE SPEAKER INTERVIEW:

How Decision Trees Predict Customer Behaviour & Prevent Churn

Key highlights of the interview include:

Decision trees are “probably one of the most powerful non-parametric classification algorithms” for pricing – yet most companies don’t know how to use them
Machine learning is the backbone of the entire evolution in pricing – offering tools that are “extremely valuable” for data mining and executing pricing strategies effectively
The biggest challenge isn’t the technology – it’s explaining these techniques to your board and making them simple enough for adoption
The data revelation: Variables you think are crucial for pricing decisions often turn out to be “not as predominant or important as you thought in the first place”
The critical first step: Understanding where your data “comes short” and how to fix those gaps before implementing any ML pricing process

IGNITE SPEAKER INTERVIEW:

"How Novonesis transformed 10,000 employees"

Key highlights of the interview include:

How he transformed pricing teams from “isolated, execution-driven support functions to critical business advisors” across a 10,000-employee merger

Why most AI pricing implementations fail (hint: it’s not the technology)

His “vulnerable leadership” approach that turned two conflicting teams into a unified pricing powerhouse

The specific frameworks he uses to get executive buy-in for pricing transformation

Real lessons from merging legacy systems while maintaining operational excellence

Overcoming Retail Complexity with AI-Powered Pricing

In the expert article “Overcoming Retail Complexity with AI-Powered Pricing” from our partner BCG, discover how AI-powered dynamic pricing solutions optimize prices down to the item and store level—factoring in strategic goals, competitive pressures, and real-time data.