Impact Pricing

Steven Forth is the Co-founder and Chief Value Officer at Ibbaka, a leading value and pricing consulting firm. With deep expertise in AI applications for pricing and value modeling, Steven is at the forefront of developing intelligent agents that help businesses understand and communicate value more effectively. His work focuses on the intersection of artificial intelligence, pricing strategy, and value creation, making him a pioneer in applying AI to solve complex pricing challenges. In this episode, Steven shares his insights on how benchmarking is revolutionizing both AI development and pricing strategy. Drawing parallels between how AI models are improved through benchmarking and how pricing models should be evaluated, he introduces a framework for measuring pricing effectiveness that could transform how we approach pricing decisions. Together with Mark, they explore the challenges of establishing "truth" in pricing, the role of synthetic data, and the future of AI-powered pricing tools.   Why you have to