About Periscope Periscope by McKinsey is the technology backbone of McKinsey’s Growth, Marketing & Sales Practice. It combines world-leading intellectual property, prescriptive analytics, and cloud-based tools with expert support and training. This unique combination drives revenue growth—now and in the future. Periscope is leading the agentic transformation in pricing by including copilots in all of its solutions to help pricing leaders make better pricing and promotional decisions as well as to help commercial teams convey the value of their offerings to their customers. Periscope has developed unique AI offerings such as Gen AI Xtract, which enriches and structures messy data, a common bottleneck in the adoption of better pricing approaches. Periscope’s Market Vision solutions analyze publicly available market data and use gen AI to enrich this data and significantly enhance the matching accuracy with products and offerings that need to be compared. Periscope’s Relationship Manager dives into complex product data to decipher product relationships that are critical to setting the right price architecture rules. Learn more about Periscope on our website. In practice, this means building robust data and infrastructure foundations, such as pricing data repositories, unified architectures, and clear compliance frameworks, while simultaneously upgrading the models that sit on top of them. Gen AI can accelerate data cleansing and integration. For example, a B2B materials distributor used AI-enabled tools to unify fragmented product data in roughly one-fifth the time previously required, improving data quality and unlocking downstream agentic pricing cases. Scaling toward autonomous agents also requires more accurate, resilient, and explainable models capable of supporting real-time decisions, operating within guardrails, and being trustworthy. Building up these capabilities addresses concerns in AI-driven pricing decisions caused by fragmented data and insufficient model robustness. Continued investment in pricing model development, testing, and monitoring is therefore essential, not optional. Progress need not stall while these foundations are built. A small number of high-value agentic AI use cases can advance in parallel, provided they are anchored in improving both data and pricing models. B2B pricing: Navigating the next phase of the AI revolution 10