In today’s fast-moving financial world, technology keeps reshaping the pricing techniques we need to work efficiently. Take ING Groep NV, for example. The global bank recently introduced an AI model to take over currency pricing—a task traditionally handled by traders. Using “reinforcement learning,” this system adapts quickly to market changes. 

 

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At first glance, it seems like AI has solved a major challenge for pricing teams. But does this mean AI can fully replace the techniques of human pricing and trading teams? Let’s take a closer look.

 

Assumptions Around AI-Based Pricing Techniques​ and Solutions​

 

Many believe that AI’s speed and ability to analyse huge amounts of data signal the end of manual pricing. The idea that algorithms can process information faster, more accurately, and without rest sounds almost irresistible. 

 

But here’s the thing: no matter how advanced the technology is, it still depends on human oversight. Even sophisticated AI models, like ING’s, require a team of experts to manage and monitor them.

 

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Simon Bevan, ING’s global head of electronic trading, highlights this. While their AI system handles currency pricing impressively, there’s always a “big red button” for humans to press if something goes wrong. 

 

AI can—and does—make mistakes, especially during its learning process. That’s when human intervention is needed to keep things on track. And if AI does make a wrong move, who takes responsibility? It’s the team behind the technology that remains accountable.

 

Balancing AI and Human Insight in Pricing Techniques​

 

Now, picture this: a sudden political crisis causes a currency to spike. AI quickly adjusts the prices based on its algorithms. But does it really understand the bigger picture? Can it assess the long-term impact of this shift on broader market strategies? This is where human judgment comes into play. Traders and pricing teams provide the deeper insights that AI simply doesn’t have.

 

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For example, while AI at ING is built to respond to market volatility, it lacks ethical and contextual understanding. A machine may calculate that raising prices is a smart move financially, but a human would consider the customers, the brand reputation, and the lasting relationships involved. 

 

While AI is fast, it lacks wisdom. This shows us that, although AI is a powerful tool, it cannot replace the thoughtful and nuanced decisions that only humans can make.

 

 

 

Human Techniques in Automated Currency Trading and Pricing

 

AI’s rise is a challenge for professionals to rethink their approach to pricing. Rather than fearing the technology, it’s better to embrace it as a way to boost your capabilities. Here are five key skills needed to thrive in this new landscape:

 

Technical Proficiency: Understanding the algorithms and systems behind AI is crucial. You don’t need to be a coder, but having a solid grasp of how AI processes data and makes decisions will help you work effectively alongside it.

Data Analysis: AI generates massive amounts of data, but interpreting that data falls to human teams. Being able to analyse complex datasets, draw meaningful conclusions, and make informed decisions is critical.

 

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Strategic Thinking: AI can calculate numbers, but it can’t predict long-term impacts or market strategies. Strong strategic thinking ensures you make decisions that align with both immediate goals and future growth.

Collaboration: Navigating the AI landscape requires teamwork. You need to collaborate not just with your human team but also learn how to integrate AI tools effectively into your workflow, ensuring both are working in harmony.

Adaptability: The AI environment is constantly evolving. Professionals must be flexible, ready to learn new tools, and continuously adapt their skills to stay relevant.

 

Choosing the Right Pricing Techniques for Your Products

Choosing the right pricing techniques for your products is crucial for success. It’s essential to adopt value-based and customer-centric strategies that align with what your customers truly value.

 

First, businesses need to understand their target market. This understanding forms the foundation for selecting effective pricing techniques. For instance, if a company sells luxury items, premium pricing can create an image of exclusivity, appealing to customers’ desire for high value.

 

Instead of focusing on competitors’ prices, prioritise understanding your customers’ needs and preferences. This is where value-based pricing comes into play. This technique allows businesses to set prices based on the perceived value to the customer. By aligning prices with what customers believe a product is worth, businesses can create a more meaningful connection and drive sales.

 

Next, consider the costs associated with your products. While cost-plus pricing is a common technique, where businesses add a standard markup to the cost of goods sold, it may not always reflect the value customers perceive. This approach ensures that expenses are covered, but it doesn’t consider what customers are willing to pay based on the benefits they receive.

 

Additionally, bundling products can be an effective pricing technique. Offering related products together at a reduced price can enhance perceived value and encourage larger purchases. For example, a software company may bundle a suite of applications, making it more attractive to customers.

 

In essence, selecting the right pricing techniques involves a deep understanding of your market and costs while prioritising value and customer satisfaction. By focusing on these factors, businesses can adopt strategies that enhance profitability and resonate with their customers.

Impact of Pricing Techniques on Customer Retention Strategies

The impact of pricing techniques on customer retention strategies is significant. Effective pricing techniques can enhance customer loyalty and encourage repeat business. When customers feel they receive good value for their money, they are more likely to return.

 

First, consider the importance of value-based pricing techniques. These techniques focus on setting prices based on the perceived value of a product to the customer. For example, a coffee shop that uses high-quality beans can justify higher prices. When customers understand the value behind the price, they are more likely to become repeat customers.

 

Next, implement tiered pricing techniques. This approach offers different levels of products or services at various price points. For instance, a gym might provide basic, premium, and VIP memberships. This variety allows customers to choose based on their budget and needs, making them feel valued. When customers see options that fit their preferences, they are more likely to stay engaged.

 

Additionally, bundling products can positively influence customer retention. By offering related products at a discounted price, businesses can increase perceived value. For example, a software company may bundle antivirus software with a VPN at a lower price than purchasing them separately. This encourages customers to buy more and feel they are getting a great deal.

 

These strategies not only foster satisfaction but also encourage customers to return, ultimately driving long-term success.

 

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A New Approach to Pricing Techniques and Capabilities

 

As AI continues to transform pricing, the role of human teams stays vital. It’s easy to think machines can do it all, but the reality is different. While AI handles data-heavy tasks efficiently, it’s the human element that brings context, empathy, and strategic thinking.

 

By improving your pricing techniques and understanding AI’s role, you ensure your value remains clear. Embrace this shift, sharpen your skills, and remember: AI is here to support, not replace you.

 

Need a hand getting started? Let’s talk! Together, we can find solutions that fit your business. Don’t hesitate to reach out—we’re here to help you explore the possibilities.

 

For a comprehensive view of integrating a high-performing pricing team in your company, Download a complimentary whitepaper on A Capability Framework for Pricing Teams.

 

Are you a business in need of help aligning your pricing strategy, people and operations to deliver an immediate impact on profit?

If so, please call (+61) 2 9000 1115.

You can also email us at team@taylorwells.com.au if you have any further questions.

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