Data and analytics have long been crucial to B2B pricing, but new advances in AI are poised to reshape pricing decisions. According to a McKinsey survey, many pricing leaders expect their organizations to adopt agents or gen AI for pricing in the next one to three years. However, McKinsey’s Brian Elliott, Nicolas Magnette, Shamik Bandyopadhyay, and coauthors note that AI adoption patterns are more mature in certain use cases—such as market and competitive intelligence and cost tracking—while those requiring additional safeguards, such as contract compliance, are less advanced.
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A dot chart titled “Gen AI is more mature, but an agentic AI breakthrough in pricing is on the horizon” comparing current and expected future adoption (in one to three years) of Gen AI and agentic AI across eight pricing activities. It shows that Gen AI is already used by roughly 10–30% of respondents today, with adoption expected to rise to about 40–50% across all activities, especially in market and competitive intelligence, cost tracking, and pricing execution tasks. In contrast, agentic AI adoption is currently very low (generally under 10%) but is projected to increase significantly to roughly 20–45% across the same activities, with the largest expected gains in market intelligence, cost tracking, list price setting, and promotion pricing. Overall, the chart highlights that Gen AI is already established in pricing, while agentic AI is expected to see rapid growth in the near term.
This image description was completed with the assistance of Writer, a gen AI tool.
Source: McKinsey AI in Pricing Survey, Nov 2025 (n = 419)
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To read the article, see “B2B pricing: Navigating the next phase of the AI revolution,” April 7, 2026.