How do you set the right price when AI is changing everything, except your customer’s expectations of value? In this episode we are joined by Mark Stiving, pricing strategist, host of the Impact Pricing podcast, and original designer of Pragmatic Institute’s Price course. Mark shares how understanding customer value and willingness to pay can guide smarter product decisions and unlock revenue, whether you’re pricing traditional software or AI-powered innovations. Mark explains why pricing isn't just a number. It’s a reflection of how well you understand your customer. He also unpacks how product teams can use AI to uncover buyer insights, refine segmentation, and align pricing with outcomes, not just features. And for those building AI products, he dives into emerging best practices, from outcome-based pricing models to choosing the right metrics that reflect delivered value. Whether you own pricing or just influence it, this episode is a masterclass in connecting what you build to what people will pay for. For detailed takeaways, show notes, and more, visit: www.pragmaticinstitute.com/resources/podcasts Pragmatic Institute is the global leader in Product, Data, and Design training and certification programs for working professionals. Learn more at www.pragmaticinstitute.com.