There are many ways to think about pricing as a game. One that helps us align pricing with innovation is the open game. What does it mean for pricing to an open game? How does it change how we build pricing capability?

We will be making extensive use of AI in pricing. In fact, we have been using some form of AI for many users as revenue management and pricing optimization engines are based on one form of AI or another. By the past year feels different, and the next three years will be different. What are the requirements for the ethical use of pricing in AI?

Generative AI is attracting a lot of interest as an innovation platform. How will generative AI be used to create value? How will that value be priced?

We have entered an AI renaissance. What flavours of AI will have the biggest impact on pricing over the next three years? Here are the top three candidates: predictive analytics, computational game theory, large language models.

SaaS pricing is sometimes described as data driven. It is actually model driven, with data being the raw material used to build and adapt the models. It is the interaction of three models that guides pricing. The value model, the cost model and of course the pricing model itself.

Digital transformation requires digital pricing. Digital pricing is model based, data driven and adaptive. Digital transformation will not be transformative if it is not based on value.