AI and AI agents are emerging as a dominant form of economic activity. How we price these agents has deep implications for the kind of economy we live in. Series 7 Episode 1 of the UK science fiction series Black Mirror asks us to think about the ethics of subscription models and what kind of world we want to live in. We need a framework for ethical decisions in pricing AI agents.

What ethical issues come up when one uses AI to inform pricing? As adoption of generative AI based applications starts to take off it is time to put in place plans to address and mitigate ethical issues such as transparency, bias, availability and environmental impact. This is part of an AI pricing strategy.

Pricing is a critical part of business success and it cannot be left to chance. What role should the CEO play in pricing? It comes down to setting strategy, ensuring alignment, monitoring execution, and taking leadership on pricing ethics and fairness.