Take-Two case: pricing and A/B testing

In this episode, Alex Rawlings speaks with Jamyn Edis, digital transformation expert, former VC-backed CEO, and NYU professor. Jamyn shares actionable insights on using AI, data, and automation to drive performance across private equity firms and their portfolio companies.

From dynamic pricing models and A/B testing to agentic AI and accelerating product cycles, Jamyn explains how to cut through the hype, identify real opportunities, and turn AI into measurable value.

⏱️ Episode Highlights

00:00 – Meet Jamyn Edis
30+ years in consulting (Accenture), corporate (HBO, Take-Two), startups, and teaching at NYU. Focused on the intersection of tech, data, and private equity.

02:23 – Common Mistake in PE
Most firms treat data as plumbing, not strategy. Shift from backward-looking reporting to predictive and prescriptive analytics.

03:48 – AI That Delivers ROI
AI must be embedded into daily operations, not stuck in R&D. Productize, operationalize, and commercialize—or risk irrelevance.

05:15 – How AI Builds on Data
AI is powered by historical data but creates forward-looking insights. Use it to improve pricing, marketing, and operations.

06:42 – Case Study: Take-Two Interactive
Jamyn led data science initiatives to optimize pricing and marketing—replacing gut decisions with data-driven experimentation.

08:08 – AI as PE’s Next Value Driver
AI is the new operating system for PE. After leverage and digital transformation, the next edge is intelligence at scale.

09:31 – Advice to PE Firms
Skeptical? “Get out before the business gets out of you.” Overwhelmed? Start small, build prototypes, and focus on real use cases.

11:04 – Agentic AI in Action
Jamyn shares examples of cutting development cycles, boosting campaign ROI, and improving customer service with AI agents.

13:26 – From Problem to Prototype
Diagnose real pain points, create business and technical requirements, and build targeted AI tools that solve specific problems.

14:50 – AI Won’t Replace Humans, But...
Those who use AI will outperform those who don’t. Jamyn explains Jevons Paradox and why productivity leads to new jobs.

18:46 – How Jamyn Diagnoses Opportunities
Structured discovery process, stakeholder interviews, and clear roadmaps to identify where AI and tech can drive value.

22:10 – Every PE Firm Needs an AI Stack
Soon, AI tools will be as essential as data teams or web developers. Invest now in people, platforms, and processes.

23:06 – The Future is AI + Human Judgment
Firms that embed AI deeply—and pair it with operator judgment—will unlock the next generation of alpha.

24:21 – Jamyn’s Book: The Fifth Horseman
An exploration of how AI mirrors humanity and transforms the way we live and lead. AI is trained by us—and reflects us.

29:07 – What Jamyn Reads & Recommends
Books: The Hard Thing About Hard Things, Understanding Media
Podcasts: Pivot, Ezra Klein
TV: Succession – “Still the best corporate training program ever made.”

🔗 Connect with Alex Rawlings on LinkedIn: https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection: www.raw-selection.com

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