Pricing is where value is defined, where selling meets customer expectations, and where even marginal improvements can transform a business, yet today pricing is more complex and fast-moving than ever. In this session, attendees will learn how to build a world-class pricing function able to more effectively win business, capture revenue, and withstand the most challenging market shocks. Whether you have a mature pricing practice or are just beginning to build one, join Professional Pricing Society President Kevin Mitchell as he explores best practices in pricing, where pricing tech is heading, and how businesses are successfully integrating AI insights into their pricing strategies. Among the topics covered will be: • How pricing has evolved to meet the challenges of business today • Successfully integrating pricing into your entire commerce chain • Lessons learned in pricing best practices • How to communicate the power of pricing to your business leadership • The evolving role of AI in pricing excellence