Dynamic pricing technology uses AI and algorithms to adjust prices in real time based on demand, competition, inventory, customer segments, and market conditions. The technology has expanded from airline revenue management (where it originated) to hotels, ride-hailing, e-commerce, grocery, events, and increasingly, B2B contexts. Companies like Zilliant, PROS, and Competera serve enterprise pricing, while startups apply AI to specific verticals where pricing complexity creates optimization opportunity. The sector's commercial premise is compelling: a 1% improvement in pricing typically produces a 10%+ improvement in profit, making pricing optimization one of the highest-ROI technology investments a business can make.

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