2025 Pricing Predictions Revisited: A Year of Tariffs, Inflation, and Pricing Scrutiny

In this special year-end episode of Pricing Heroes, we revisit one of our most widely listened-to conversations of the year: our 2025 pricing predictions roundtable. Recorded in January, this episode brought together nine leading pricing experts to share their perspectives on the forces they believed would shape pricing throughout the year ahead.

Now, as 2025 comes to a close, those predictions read less like forecasts and more like a reflection of the realities pricing teams have spent the year navigating. From tariffs and inflation pressures to the rapid adoption of AI, growing scrutiny of algorithmic pricing, and the ongoing evolution of pricing organizations, this episode offers a valuable opportunity to reflect on what held up, what proved more complex in practice, and what pricing leaders can take forward into 2026.

Rather than revisiting predictions in hindsight, this conversation captures how experienced practitioners were thinking about pricing at the start of the year — and why many of those perspectives remain highly relevant today.

Featured Experts:

🎙️ Stephan Liozu – Chief Value Officer, Zilliant
🎙️ Per Sjöfors – Author of The Price Whisperer
🎙️ Oliver Banks – Retail Transformation Expert, Author of Driving Retail Transformation
🎙️ Ayon Bhattacharyya – Founder & CEO, Biz Growth Spurt
🎙️ Markus Husemann-Kopetzky – Founder, Price Management Institute
🎙️ Danilo Zatta – Pricing Advisor, Author of The 10 Rules of Highly Effective Pricing
🎙️ Maciej Kraus – Managing Partner, Movens Capital, Author of The Future of Pricing
🎙️ Tim J. Smith – CEO, Wiglaf Pricing & Adjunct Professor, DePaul University
🎙️ Alex Halkin – Founder & CEO, Competera

Key Topics:

• How tariffs, trade policy, and inflation reshaped pricing decisions in 2025
• The shift from AI experimentation to practical adoption in pricing teams
• Why algorithmic and dynamic pricing drew public and regulatory scrutiny
• The growing importance of data foundations and pricing governance
• How value-based pricing gained relevance in a more price-sensitive environment
• Why competing on price alone continues to erode margins and trust
• The evolving role of pricing teams as part of broader revenue intelligence functions

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