The fast-paced and ever-evolving world of AI has placed pricing at the forefront of business success. Companies are competing fiercely and adapting to the dynamic demands of customers, with AI taking center stage.

There are many ways to think about pricing as a game. One that helps us align pricing with innovation is the open game. What does it mean for pricing to an open game? How does it change how we build pricing capability?

In the summer of 2022, long years of work on AI content generation exploded into the mainstream. In 2023, billions of images will likely be produced by systems like Dall-E and Stable Diffusion. How will AI content generation deliver value? Is this category creation or disruptive innovation? How will these systems and the images they generate be priced? The 3rd part in Ibbaka’s series on Pricing and Innovation.

Stephan Liozu has been a driving force in the pricing community for more than a decade. He is currently the Chief Value Officer (CVO) at the multinational engineering company Thales, where he is defining what it means to be a CVO. Stephan is also a prolific author and educator in the world of pricing and has been leading research into areas like data monetization, pricing for the Industrial Internet of Things and the ethics of pricing AIs.