New Era of Pricing

Earlier we convened a virtual roundtable with senior pricing leaders as part of the Change Makers community. The discussion explored what pricing looks like in a new environment, shaped by artificial intelligence, ongoing volatility, and increasing scrutiny on value.

Despite its strategic importance, pricing remains an area with significant untapped potential. Current estimates suggest that only a small proportion of pricing and sales teams operate with real-time, data-led pricing frameworks. This creates a clear opportunity for organisations that can move with greater precision and responsiveness.

The conversation focused on how artificial intelligence is beginning to reshape pricing strategy, particularly in areas such as dynamic pricing and scenario-based decision-making. Attention centred not only on where these approaches can be applied, but where they deliver meaningful advantage.

Participants spoke candidly about the pressures they face. The need to move faster, while maintaining discipline. The challenge of redefining value beyond traditional cost-plus approaches. What emerged most clearly was a shift in perspective. Leading organisations are moving away from simply defending price, towards actively designing value.

These exchanges provide a forum for practical insight. In a function where marginal gains can have significant impact, clarity of thinking is often the defining factor.