Pricing and Promo Decisions in the Age of AI

About this session

Most FMCG pricing and promotion calls are still made in spreadsheets and judged after the fact. Teams find out what a price move or a promotion really did weeks later, once volume, share and margin have already shifted.

In this live session, Sami Ghabrial and Mariam Ghabrial show how AI changes that order. Using a worked beverage example, they walk through how revenue growth management teams can simulate a price change or a promotion before it goes live, see which SKUs win and lose volume, and check what happens to margin, market share and cross-SKU substitution.

They will also be clear about the limits. A model can rank the options and flag the risks. Choosing which trade-off to accept, and landing it with retailers, still sits with people.

Who it is for

Commercial, revenue growth management, pricing, category and trade marketing leaders at FMCG and beverage brand manufacturers across Europe.

What you will learn

• How to test price and pack changes before they reach the shelf, including volume winners and losers across the range
• How to tell whether a promotion actually paid back, beyond the volume spike
• What moving from descriptive to predictive pricing looks like in practice
• Where AI adds speed, and where human judgment still makes the call
• Live Q&A: bring your own pricing and promotion questions