Adrienne Gordon is the CEO of PriceSpace and founder of Pricing Empowered. With more than 25 years of pricing experience, she helps organizations combine pricing strategy, organizational change, and AI adoption to improve commercial performance.
In this episode, Adrienne and Mark explore what happens when pricing teams become half human and half AI. They debate whether AI can ever make pricing decisions on its own, why "humanless negotiation" may be closer than most companies realize, and how pricing leaders can use AI to strengthen—not replace—human judgment.
Why you have to check out today's podcast:
- Learn how to build a pricing team where humans and AI each do what they do best.
- See how pricing analysts, managers, and executives can use AI to make smarter decisions—not just write better prompts.
- Discover why AI buyers and humanless negotiations are closer than you think—and what pricing leaders should do now.
"Always offer versions. Put three things on the table so your customer chooses between you and you; not you and your competitor."
– Adrienne Gordon
Topics Covered:
01:45 – AI Won't Replace Pricing Teams. It'll Redesign Them. Discover which pricing responsibilities AI can handle today—and where human judgment still matters most.
03:25 – Stop Using ChatGPT Like Google. Learn Adrienne's simple framework for turning AI into an experienced pricing partner instead of a search engine.
05:15 – The Pricing Work AI Should Already Be Doing. See how AI can clean data, uncover pricing insights, build value calculators, and automate repetitive analysis.
07:00 – How Pricing Leaders Should Use AI. Explore how managers and executives can use AI to test pricing strategies, positioning, and competitive scenarios.
09:15 – Don't Trust One AI. Make Them Debate. Why Adrienne uses multiple AI models to challenge each other's thinking and produce better recommendations.
12:05 – Building a Pricing Team That's Half Human, Half AI. Learn how to redesign pricing roles so people and AI each focus on what they do best.
15:20 – The One Decision AI Still Can't Make. Mark and Adrienne debate why accountability—not intelligence—is AI's biggest limitation.
17:00 – Humanless Negotiation Is Coming. What happens when AI buyers negotiate with AI sellers—and how it could reshape commercial pricing.
21:10 – Buying AI Isn't an AI Strategy. Why companies need a clear adoption plan before investing in more AI tools.
24:10 – The Pricing Advice That Never Gets Old. Why offering three options helps buyers compare your solutions instead of your competitors'.
Key Takeaways:
"Stop using AI like Google. Give it a role, give it context, then give it a task." – Adrienne Gordon
"Stay in the same thread. Keep giving it feedback. It gets smarter." – Adrienne Gordon
"When in doubt, put multiple AI agents against one another and let them check each other's work." – Adrienne Gordon
People / Resources Mentioned:
- PriceSpace – Adrienne Gordon's pricing consultancy focused on AI adoption and commercial excellence.
- ChatGPT – Used throughout the discussion as an example of AI for pricing analysis and strategy.
- Claude – Discussed as one of Adrienne's preferred AI tools for analytics and executive presentations.
- Manus – AI platform Adrienne frequently uses for research and strategic intelligence.
- DeepSeek – Mentioned as a strong AI platform for pricing analytics.
- Perplexity – Mark references using it alongside ChatGPT and Claude for research.
- McKinsey – Referenced in discussing research predicting the growth of AI-driven negotiations.
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