Rewriting the Pricing
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EPP IGNITE 2026 – Exclusive Interview Series
David Lagerholm - Former Pricing Manager - Electrolux
"Start with your problem, not with AI"
In this exclusive interview, David Lagerholm offers a refreshingly grounded take on AI adoption: start with the problem you’re actually trying to solve, not with the technology. He cautions against shoehorning AI into challenges you don’t yet fully understand and takes on the big question directly. Is AI genuinely transformative, or just the latest buzzword? His answer: both. Essential viewing for anyone who wants to cut through the hype and apply AI where it truly counts.
EPP IGNITE 2026 – Exclusive Interview Series
Caio Riccardi - Global Pricing Specialist - Cavotec
"The sooner you start with AI, the sooner you'll see what you're missing"
In this exclusive interview, Caio Riccardi makes the case for diving into AI now rather than waiting until you feel ready. He talks through how AI is making complex, slow tasks faster and far more accessible, and why every month you hold off, you don’t even realise what you’re missing out on. Drawing on how he got started himself, he offers a practical, straightforward way in for anyone who’s been hesitating. Watch the full interview for where to begin.
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.
AI to Improve Insights from Fragmented Data Sources
Neutralising Margin Leakages and Contribution Margins Pitfalls with Predictive Pricing
Low-Tech, Limited Data - How to get started with your AI in pricing program
AI-Based Pricing: Everything You Need to Know
Exploring the future: Embracing AI in RGM
