137 Dynamic pricing is a clear, high-impact application. Today’s market conditions change hourly, not weekly. Static pricing rules can’t reflect shifts in demand elasticity or competitor moves. Agentic AI enables multiple specialised agents to work together. Demand-forecasting agents use probabilistic models to project sales volumes; priceoptimisation agents run simulations to identify the most competitive and profitable prices; compliance agents check regulatory and brand constraints; and personalisation agents tailor offers based on shopper behaviour and sentiment. McKinsey observes that “dynamic pricing plays a crucial role in boosting both consumer price perception and retailer profitability”. When these agents collaborate through a common orchestration layer, retailers can adjust prices continuously across channels, protecting margins while improving customer trust. In short, agentic AI turns complexity into control. For retailers under constant pressure, that shift isn’t futuristic, it’s the next operational necessity. Shikshya Khatiwada is vice president and consult partner of data and AI at Kyndyrl RETAIL & CONSUMER GOODS Photo: iStock/kupicoo
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