AI has moved beyond the hype. The harder question for Pricing teams is what to do with it now.

In an increasingly competitive market, Pricing teams are expected to move faster, support better commercial decisions and protect value - often while managing increasingly complex processes and data.

From smarter pricing guidance and explainable recommendations to workflow automation, where can AI make a meaningful difference today? And what does it take to turn its potential into something teams can actually use?

Drawing on BORG Automotive Group’s pricing transformation and Conga / PROS’ perspective on the next generation of AI-enabled Pricing, this webinar will connect today’s operational reality with what comes next - exploring where AI can add value, the challenges that still need to be solved, and what practical adoption can look like.

Program

11.00 am

Introduction : Pricing & AI - Moving from Promise to Results

11.05 am

Evolving Price Management: BORG Automotive Group’s Journey

Tue Larsson, Group Pricing Manager - BORG Automotive Group

How BORG Automotive Group moved from operational pricing support to a structured Group-wide Price Management function
What it takes to deploy, scale and drive adoption of new pricing processes across an international organization
What comes next: pricing corridors, better sales guidance and smarter, more automated pricing processes

11.20 am

Pricing & AI: Turning the Promise into Practical Use Cases

Guillaume Gordia, Director Customer Success Manager - Conga

Beyond fixed rules: where can AI bring smarter, more dynamic pricing guidance?
Beyond the black box: how can pricing recommendations become easier for sales teams to understand, trust and act on?
Beyond manual processes: where can Generative AI and AI agents realistically improve pricing workflows?

11.35 am

Q&A

11.50 am

Lessons Learned and Conclusion