Impact Pricing podcast: Stop Asking AI “What Should I Charge?”
- FutureUP
- 20 hours ago
- 2 min read
Can ChatGPT tell you what price to charge? Probably not — but the right type of AI, used properly, can still transform how you make pricing decisions.
Excited to return to the Impact Pricing podcast with pricing expert Mark Stiving!
FutureUP's founder, George Boretos, joined Mark to explore where AI can genuinely add value to pricing — and where expectations can go wrong.
The key message: Use AI as a tool. Don't follow it blindly when making specific pricing decisions.
General-purpose Generative AI can be extremely useful, but price optimization requires something more: the right business context, specialized pricing intelligence, and data that contains enough pricing signal.
Some key highlights from the discussion:
Don't ask GenAI to set your price — tools like ChatGPT or Claude can support research, thinking, and analysis, but they lack the context and specialized intelligence required to recommend the right price for your specific business.
Predictive AI can go much further — from price optimization and price-sensitivity segmentation to packaging, tiering, and identifying customers or segments that may be underpriced.
More data isn't necessarily better — thousands of transactions at almost identical prices may contain surprisingly little information about price response. Price variation and data relevance matter.
Competitor prices aren't always essential — sometimes competitors are simply responding to the same underlying market drivers. In those cases, market indicators may provide a stronger and cleaner signal.
Pricing strategy is only half the job — even the best pricing recommendations create little value unless the organization can execute them successfully.
And perhaps the most important takeaway goes beyond AI:
Pricing remains one of the most powerful levers available to improve revenue and margin — yet it is still often overlooked compared with initiatives involving products, channels, marketing, or volume growth.
AI can make pricing decisions smarter. But the real opportunity starts with making pricing a priority.
Catch the full Impact Pricing episode with Mark Stiving and George Boretos.
AI-driven pricing insights to unlock hidden revenue & margin
Using your data. Minimal involvement. No implementation needed.
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