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Artificial Intelligence and Pricing

aUniversity of Navarra, Spain
bUniversity of California San Diego, USA

Artificial Intelligence in Marketing

ISBN: 978-1-80262-876-0, eISBN: 978-1-80262-875-3

Publication date: 13 March 2023


As businesses become more sophisticated and welcome new technologies, artificial intelligence (AI)-based methods are increasingly being used for firms' pricing decisions. In this review article, we provide a survey of research in the area of AI and pricing. On the upside, research has shown that algorithms allow companies to achieve unprecedented advantages, including real-time response to demand and supply shocks, personalized pricing, and demand learning. However, recent research has uncovered unforeseen downsides to algorithmic pricing that are important for managers and policy-makers to consider.



Aparicio, D. and Misra, K. (2023), "Artificial Intelligence and Pricing", Sudhir, K. and Toubia, O. (Ed.) Artificial Intelligence in Marketing (Review of Marketing Research, Vol. 20), Emerald Publishing Limited, Leeds, pp. 103-124.



Emerald Publishing Limited

Copyright © 2023 Diego Aparicio and Kanishka Misra. Published under exclusive licence by Emerald Publishing Limited