Top 25 Companies in Generative AI in Pricing Market: Company Profile by Transpire Insight

By Transpire Insight

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Description

According to a research report published by Transpire Insight, the generative AI in pricing market size is projected to grow from USD 359.18 billion in 2026 to USD 1336.46 billion by 2035, at a CAGR of 15.9% during the forecast period 2027-2035. The market's complexity and volatility evolve, real-time dynamic demand, hyper-personalized discounting for customers, predictive competitor tracking, autonomous strategy simulation models, and automated revenue management systems are all driven by real-time dynamic market volatility.

Introduction

The Generative AI in Pricing Market is a fast-growing force that is reshaping commerce by turning raw market signals into adaptive pricing strategies. Unlike rule-based tools, generative algorithms simulate demand scenarios, automatically adjust prices dynamically, and immediately create personalized offers for customers. In today's pressure-charged business environment, companies are turning to generative platforms to fine-tune yields, manage inventory, improve promotions, and speed up real-time decisions in e-commerce, B2B sales, travel, and financial services around the globe.

Recent Development News

January 2026: Consumption-based pricing models for AI grew in adoption among leading software vendors, allowing enterprise customers to cost-optimize their usage by connecting model runtime expenses with transactional ROI-based measures.

February 2026: The growth of the Generative AI in Pricing market is driven by the adoption of cloud-native deployments across the retail and financial sectors.

Stay Ahead of Emerging Opportunities with Expert Market Insights by Transpire Insight

Transpire Insight provides comprehensive, data-driven market intelligence to support smarter business decisions. Our research is rooted in comprehensive analysis, authoritative predictions, and industry expertise, enabling organizations to make informed decisions in rapidly evolving markets. In-depth analysis of market segmentation, competitive positioning, regional trends, and emerging investment opportunities in high-growth areas. We blend accuracy with actionable intelligence, empowering companies to uncover new avenues for growth, bolster strategic decision-making, and stay ahead in a dynamic market. 

Download the exclusive Generative AI in Pricing Market sample report today to explore expert insights, key trends, and emerging opportunities shaping the future of the industry.

Generative AI in Pricing Market Size & Statistics

The Market Size for Generative AI in Pricing Was Estimated to be Worth USD 359.18 Billion in 2026.

The Market Size is Going to Expand at a CAGR of 15.9% between 2026 and 2035.

The Generative AI in Pricing Market Size is anticipated to reach USD 1336.46 Billion by 2035.

North America is projected to drive the highest demand during the forecast period, accounting for 38% of the generative AI in pricing market.

Asia-Pacific is projected to grow the fastest during the forecast period at a CAGR of 7% in the generative AI in pricing market.

Regional Growth and Demand Analysis by Transpire Insight

North America's leadership stems from its dense concentration of enterprise software vendors and technology-forward retail, finance, and e-commerce players that were early to operationalize AI-driven pricing. The region's cutting-edge data infrastructure and pool of professional AI experts have helped businesses leap from pilot initiatives to the adoption of pricing automation. Growing up in the region, its sophisticated data infrastructure and access to AI talent have helped companies progress beyond pilot projects to total pricing automation. Established vendors are expanding their platforms to achieve this maturity, for instance, by collaborating with AI providers to enhance intelligent pricing analysis in their revenue management applications: Salesforce has signed deals with AI vendors to integrate more intelligent pricing analysis in its revenue management applications, and SAP has built generative pricing features into its enterprise suite. In the B2B space, PROS Inc. also added AI-powered quoting to its platform, reflecting how North American businesses are viewing pricing intelligence as an essential, continuous investment in their products.

Asia Pacific is building on the momentum of China's vast digital economy and ecommerce infrastructure, which provides the volume of consumer data required to develop effective pricing models, and robust government support for innovative AI application. At the regional level, the launch of the national AI initiatives in India by NITI Aayog is helping to reduce the hurdles to enterprises transitioning to automated pricing. Competitive and price-sensitive markets are increasing the availability of sophisticated pricing tools even for mid-sized retailers and ecommerce operators, the internet has grown to a huge extent across the region too. This mix of scale, government support and improved digital access is driving the region to be expected to outperform all others over the next 10 years.

Top 15 Trends in the Generative AI in Pricing Market

• Rise of autonomous, real-time pricing engines.
• Growing hyper-personalization based on customer behavior.
• Shift toward event-driven pricing responding to demand.
• Adoption of multimodal, unstructured data for pricing.
• Agent-based AI systems automating pricing decisions.
• Increasing collaborations between enterprises and AI vendors.
• Government-backed national AI adoption initiatives.
• Business expansions embedding pricing intelligence in enterprise suites.
• Rising preference for cloud-based pricing deployment.
• Growing SME adoption of affordable pricing tools.
• BFSI adopting generative AI for risk-based pricing.
• Retailers using AI for dynamic promotion planning.
• Expansion of AI-powered B2B pricing platforms.
• Emergence of AI visibility and pricing optimization tools.
• Deeper integration of pricing AI with ERP/CRM.

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1. Autonomous, Real-Time Pricing Engines

Pricing engines are moving beyond static, rule-based logic toward autonomous systems that continuously analyze demand, competitor actions, and market signals to instantly adjust prices accordingly.

2. Hyper-Personalization Based on Customer Behavior

Generative AI models increasingly personalize prices for individual customers by analyzing purchase history, browsing behavior, and preferences, letting businesses offer tailored discounts that boost conversion.

3. Agent-Based AI Systems Automating Pricing

Enterprises are deploying agent-based AI systems that simulate multiple pricing scenarios and optimize outcomes autonomously, reducing dependence on manual analysts across high-volume, price-sensitive retail categories.

4. Collaborations Between Enterprises and AI Vendors

Technology vendors are partnering with enterprises to embed generative AI into pricing platforms, exemplified by Salesforce's collaboration with AI providers to strengthen intelligent pricing analysis.

5. Government-Backed National AI Adoption Initiatives

Governments worldwide are accelerating AI adoption through national strategies and digital transformation programs; India's NITI Aayog, for instance, promotes enterprise-level AI innovation supporting pricing analytics.

6. Business Expansions Embedding Pricing Intelligence

Established software vendors are expanding existing enterprise suites with generative pricing intelligence, as seen with SAP embedding AI-driven capabilities to improve automated pricing and revenue.

Top 25 Companies Leading the Generative AI in Pricing Market

• PROS Holdings
• Pricefx 
• Vendavo 
• Zilliant 
• Apttus (Conga) 
• Omnia Retail 
• Yieldify (Publicis Groupe) 
• Klarna 
• Competera
• Revenue.ai 
• Feedonomics
• MindsDB
• Dynamic Yield (Mastercard) 
• Yield Planet
• PROS Revenue Management (Aviation) 
• Vistaar Technologies 
• Revionics (Aptos) 
• Pace Revenue (Flyr)
• Kibo Commerce
• Intelligence Node 
• Flyr 
• Prisync 
• Sniffie
• BlackCurve 
• Wiser Solutions 

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1. PROS Holdings
   Generative models automate complex price optimization and quote assembly for B2B enterprises.
   Founded: 1985 | HQ: Houston, Texas, USA.
   Why It Ranks: Recognized market pioneer transitioning core pricing engines into real-time generative dynamic workflows.
   Regional Dominance: Commands primary market dominance across enterprise commercial hubs in North America.
   Product Line: PROS Smart Price Optimization and Management, Smart Configure Price Quote.
2. Pricefx
   Native cloud architecture delivers instant generative simulations for hyper-personalized B2B deal structuring.
   Founded: 2011 | HQ: Munich, Germany.
   Why It Ranks: Fast-growing SaaS provider delivering highly flexible modular generative pricing capabilities worldwide.
   Regional Dominance: Retains significant operational footprint and market share dominance across European commercial centers.
   Product Line: Pricefx Optimization, PriceManager, PriceAnalyzer, Pricefx Plasma AI suite.
3. Vendavo
   Advanced AI models analyze margin leakage and generate optimal contract pricing strategies.
   Founded: 1998 | HQ: Denver, Colorado, USA.
   Why It Ranks: Enterprise heavyweight optimizing high-value industrial manufacturing and distribution pricing workflows globally.
   Regional Dominance: Holds commanding market share across heavy manufacturing enterprise client bases in America.
   Product Line: Vendavo Intelligent Pricing Solution, Deal Guide, Enterprise Profitability Analytics.
4. Zilliant
   Generative intelligence automates B2B price setting, deal guidance, and revenue operations.
   Founded: 1999 | HQ: Austin, Texas, USA.
   Why It Ranks: High enterprise market share with end-to-end AI-driven pricing lifecycle optimization tools.
   Regional Dominance: Leads software market adoption among large industrial distribution networks in North America.
   Product Line: Zilliant Price IQ, Market IQ, Campaign Manager, QuickStart Pricing.
5. Apttus (Conga)
   Generative AI orchestrates commercial revenue processes, contract terms, and dynamic discounting models.
   Founded: 2006 | HQ: Broomfield, Colorado, USA.
   Why It Ranks: Dominates configure-price-quote operations across massive enterprise product and service catalogues worldwide.
   Regional Dominance: Dominates revenue operations across fortune five hundred enterprise headquarters in America.
   Product Line: Conga CPQ, Conga Revenue Lifecycle Management, Conga Grid.
6. Omnia Retail
   Generative tools track competitive activity to automate dynamic e-commerce price strategy executions.
   Founded: 2013 | HQ: Amsterdam, Netherlands.
   Why It Ranks: Category leader powering automated daily price updates for prominent European online retailers.
   Regional Dominance: Dominates direct e-commerce dynamic pricing implementations across Western European retail markets.
   Product Line: Omnia Dynamic Pricing, Omnia Retail Pricing Strategy Builder tool.
7. Yieldify (Publicis Groupe)
   Generative engines build personalized promotional offers and real-time website audience price points.
   Founded: 2013 | HQ: London, United Kingdom.
   Why It Ranks: Strong e-commerce penetration optimizing consumer buying journeys via dynamic price incentives.
   Regional Dominance: Exercises strong competitive market leadership across e-commerce retail networks in Europe.
   Product Line: Yieldify Conversion Platform, Dynamic Lead Generation, Personalization Engine.
8. Klarna
   Generative AI customizes consumer flexible payment terms and individualized checkout pricing options.
   Founded: 2005 | HQ: Stockholm, Sweden.
   Why It Ranks: leader in consumer financing algorithms and individualized price point framing.
   Regional Dominance: Maintains unmatched market share across consumer buy now pay later platforms in Europe.
   Product Line: Klarna Dynamic Checkout, Flexible Payments, Merchant AI Pricing API.
9. Competera
   Deep learning and generative models optimize cross-category retail prices using multiple signals.
   Founded: 2014 | HQ: London, United Kingdom.
   Why It Ranks: High-precision retail engine driving proven margin improvements across large retail networks.
   Regional Dominance: Secures strong enterprise retail pricing presence throughout major European commercial centers.
   Product Line: Competera AI Pricing Engine, Price Recommendation, Competitive Data API.
10. Revenue.ai
    Generative autonomous agents act as virtual revenue managers, predicting optimal pricing paths.
    Founded: 2020 | HQ: Utrecht, Netherlands.
    Why It Ranks: Innovative agentic platform automating complex enterprise pricing decisions in real time.
    Regional Dominance: Demonstrates fast growth and market traction across enterprise dynamic pricing sectors in Europe.
    Product Line: Revenue.ai Co-Pilot, Pricing Strategy Suite, Margin Optimizer.

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Conclusion

Generative AI in pricing is moving from reactive price changes to automated revenue orchestration. These platforms use multiple variables of market data, customer behavior, and inventory to optimize profit and remain competitive in the market. By embracing a generative pricing strategy, organizations stand to gain a significant edge in both agility and customer retention, while also ensuring sustainable growth in their bottom line as cloud infrastructure grows and real-time decision engines evolve.