Smarter Pricing with AI Agents: A Competitive Edge for B2B and B2C

Navigating the New Complexity of Pricing  

Today’s pricing teams face a perfect storm. Supply chain uncertainty, inflation, shifting tariffs, and fast-changing buyer expectations are all forcing businesses to rethink how they set and manage prices. Whether you’re running a global B2B sales operation or managing B2C promotions across multiple channels, the need for real-time, data-driven pricing decisions has never been greater.  

Yet many organisations still rely on manual processes, rigid systems, or fragmented tools. The result? Missed revenue opportunities, margin erosion, and customer dissatisfaction, particularly when price inconsistencies occur between sales channels or regions.  

This is where agentic AI enters the picture. Unlike traditional automation, agentic AI supports human decision-making by continuously scanning data, flagging opportunities or risks, and even triggering actions across systems. In pricing, it enables faster, smarter, and more consistent decisions without increasing operational overhead. 

What Is Agentic AI and Why Does It Matter for Pricing?  

Agentic AI refers to intelligent systems designed to act autonomously or semi-autonomously in response to business goals and real-time data. Rather than simply automating repetitive tasks, AI agents proactively support strategic functions like pricing, sales, and customer engagement.  

According to Gartner, by 2027, half of all business decisions will be augmented or automated by AI agents, a leap from near-zero levels just a few years ago. In pricing, where timing and precision are critical, this shift is especially impactful.  

Whether you are quoting a large enterprise customer or adjusting retail prices based on campaign performance, AI agents bring three vital capabilities: speed, scale, and situational intelligence. 

Pricing Challenges in B2B and B2C  

While B2B and B2C pricing operate differently, they share some common pain points, especially when volume, complexity, and customer expectations rise.  

In B2B, pricing often involves negotiated contracts, customer-specific terms, margin-based approvals, and multi-level discount structures. Sales teams may struggle with slow quote turnaround times, lack of pricing consistency, or missed margin targets. The deal desk becomes a bottleneck, and opportunities slip through the cracks.  

In B2C, the challenge is more about agility and scale. Pricing must adjust to real-time demand, campaign triggers, inventory shifts, and competitive moves, all while maintaining a consistent omnichannel experience. Mistimed price changes or inconsistent promotions can damage brand trust and reduce profitability.  

In both models, disconnected systems and manual processes slow down pricing teams and introduce risk. AI agents offer a new way forward. 

Agentic Pricing in Action: How It Works  

With SAP’s Customer Experience suite, businesses can embed AI agents directly into their pricing and sales workflows. Here’s how an intelligent pricing journey might unfold across both B2B and B2C scenarios:  

For B2B  

A buyer visits your SAP Commerce Cloud storefront and requests a quote for a configured product. The request is sent to SAP Sales Cloud, which has access to the customer’s purchase history, pricing agreements, and margin targets. An AI agent reviews the quote in real time, flagging under-margin items, recommending more profitable alternatives, or triggering an approval flow. The process is fast, traceable, and fully aligned with your pricing strategy.  

For B2C  

Campaigns often begin in SAP Emarsys, where customer segments and triggers are defined. While the actual pricing is not managed in Emarsys, the platform plays a key role in orchestrating promotions that depend on pricing logic defined elsewhere, such as SAP Commerce Cloud or external engines. AI agents can support campaign optimisation by aligning offers with customer profiles, behaviours, and performance feedback in real time. 

In both cases, the agent works in the background, empowering human teams with timely insights and reducing the risks tied to reactive pricing. 

What Makes AI Agent Pricing Effective? 

The power of SAP CX-based pricing agents lies in their integration, transparency, and contextual awareness. AI agents operate continuously within your sales and marketing systems. They don’t just surface data, they act on it. And every recommendation they generate is explainable, helping teams understand the rationale behind pricing suggestions, margin alerts, or quote decisions.  

With AI pricing agents, organisations can configure agents tailored to specific roles or pricing goals. These agents may focus on protecting deal margins, automating discount validation, or supporting dynamic campaign pricing in real time. Most importantly, they fit into the workflows your teams already use, while eliminating the need for additional tools or duplicated processes. 

The key is flexibility: AI agents can be tailored to support pricing decisions across the full customer journey without disrupting existing roles or systems. 

Real Outcomes: What Businesses Are Achieving  

Whether you’re in manufacturing, retail, distribution or digital commerce, AI-powered pricing delivers measurable gains. B2B companies can have shorter quote cycles, more consistent pricing across sales teams, and improved profitability through intelligent quote guidance. In B2C, businesses can use AI agents to improve promotional efficiency, drive personalisation, and adapt prices based on customer behaviour or inventory levels.  

Across both models, AI pricing agents enable:  

• Faster pricing decisions with lower error rates
• Proactive margin protection
• Reduced internal approvals and operational drag
• Greater confidence in pricing strategy execution

SAP’s internal benchmarks show that organisations adopting intelligent pricing across the CX landscape are achieving significant performance improvements, both in terms of revenue impact and operational efficiency. 

Smarter Pricing Starts Here 

Bringing AI into pricing is as much about people as it is about technology. The most successful companies start small, with clearly defined pricing pain points and scale gradually.  

It’s also critical to ensure that AI agents are transparent and easy to use. If sales or marketing teams can’t understand how pricing recommendations are made, they’re less likely to trust them. That’s why SAP’s focus on explainability and role-specific design is so important.  

Cross-functional collaboration is key. Pricing is not owned by one department. It sits at the intersection of commercial, finance, IT, and customer experience. AI agents can only deliver full value when they serve the shared goals of all stakeholders. 

Langia helps organisations embed AI-supported pricing logic across the SAP CX landscape, drawing on tools such as Sales Cloud, Commerce Cloud, Emarsys, and the SAP CX AI Toolkit, combined with external components where needed. Our goal is to help your teams act faster, with greater clarity and control. 

Ready to reimagine your pricing strategy? Contact Langia to explore how AI agents in SAP CX can help you grow with precision.