Machine learning has long enhanced pricing, but distinguishing Generative AI's practical applications from hype is challenging. To identify true GenAI opportunities, practitioners should consider: (1) untapped unstructured data sources for price decisions; (2) areas for content automation to enhance pricing; (3) uses for engaging chatbots to improve pricing processes.

Stephanie Yee is a Partner at Bain & Company, where she exclusively serves clients on the topics of pricing and profitability. She has led multiple successful pricing transformation programs and is a former pricing and sales senior executive at a Fortune 75 company. She has published and spoken extensively on the topic of Pricing.  Stephanie holds a Management Information Systems degree from Texas A&M University.