Impact Pricing The Future of Pricing: How AI Changes Everything Except the Pricer with Matt Knaggs
Matt Knaggs, Senior Business Value Lead at Zilliant, brings a decade of pricing insight shaped by an unexpected leap from industrial safety into commercial excellence. Known for blending analytics, AI, and practical sales enablement, he now helps B2B companies make smarter, more confident pricing decisions by pairing data science with human judgment.
In this episode, Matt and Mark dive straight into the real-world intersection of pricing and AI, where deterministic models still set prices, GenAI fills in missing context, and messy CRM data finally becomes usable.
Matt shares how he built a custom GPT that builds other GPTs, why "pricer in the loop" is essential, and how AI can elevate pricing teams without replacing them. They unpack the future of pricing, the danger of outsourcing expertise, and why curiosity beats perfection in an AI-driven world.
Why You Have to Check Out Today's Episode:
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Learn how AI can enhance pricing (without setting prices for you) - including specific use cases where GenAI adds context, fills data gaps, and boosts pricer effectiveness.
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Discover the "Pricer in the Loop" model and why Matt believes humans will remain essential for trust, validation, nuance, and internal adoption.
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See how to use AI as a thought partner - to generate buyer problems, value drivers, competitive alternatives, and messaging frameworks that accelerate value-based pricing.
"Don't hide from all of the advancements in AI. It can be scary and intimidating, but try what you can. AI won't tattle on you for asking dumb questions."
- Matt Knaggs
Topics Covered:
03:30 – How Matt Went From Safety to Pricing—and Why the Discipline Hooked Him
04:22 – The Reality of AI in Pricing: What Matt Sees Working (and Failing) Inside Companies
11:58 – Matt Reacts to Mark's Approach: Using AI to Map Buyer Context
15:34 – When a Pricing Expert Builds AI That Builds AI: Matt's Custom GPT Story
19:01– The Messy Data Problem Every Pricer Knows… and How Matt Uses AI to Fix It
24:09– Matt's Honest Take on the Future: Why AI Won't Replace Pricers Anytime Soon
27:34 – The Threat to Expertise: Matt and Mark Explore What Happens When People Outsource Thinking
31:53 – What AI Can Do for Pricing Strategy (If You Use It Intelligently)
33:15 – Matt's Final Challenge to Pricers
Key Takeaways:
"AI is probabilistic, not deterministic. You can give it the same inputs and get different outputs. That's why I'm not ready for GenAI to set prices." - Matt Knaggs
"You don't need to learn AI to protect your job. But if you ignore it, the person who learns how to use AI might take your job." - Matt Knaggs
"The future pricer isn't replaced—it's the translator. The one who explains the 'why' behind what AI suggests." - Matt Knaggs
"You can't outsource judgment. You need the pricer in the loop to validate hallucinations, nuance, and context." - Matt Knaggs
"AI can scan markets, pull competitor moves, and hand-wave at things you should consider—things deterministic models miss." - Matt Knaggs
People & Resources Mentioned:
- Zilliant: Pricing optimization & management platform where Matt leads value initiatives
- Stephan Liozu: Pricing author referenced for value-based pricing frameworks
- Salesforce + OpenAI / Claude Connectors: For CRM automation
Connect with Matt Knaggs:
Connect with Mark Stiving:
- LinkedIn: linkedin.com/in/stiving
- Email: mark@impactpricing.com