[Our survey finds] 65 to 85 percent of organizations expect to adopt gen AI or agentic AI in pricing over the next one to three years, up from just 10 to 30 percent today. The rapid rise of gen AI and agentic AI places pricing functions at a unique inflection point (for definitions, see sidebar “How we define AI in pricing”). The possibilities of these technologies extend beyond analytics and models, enabling the automation of complex workflow tasks, dynamic decision-making, and continuous optimization that unlock gains in both efficiency and effectiveness. As a result, pricing is evolving from a largely human-executed analytical discipline to one powered by AI-orchestrated systems and guided by humans (Exhibit 1). Our own experience has demonstrated how AI systems can handle an increasing range of tasks, including cleaning and repairing data; ingesting customer requests for proposals; clarifying customer requests and developing response options; synthesizing market signals, customer feedback, and deal data; guiding pricing strategy; updating prices dynamically; notifying sales and customers; and even negotiating terms with customers, with clear escalation rules, human oversight, and audit trails (for more on McKinsey’s pricing capability, see sidebar “About Periscope”). Human expertise will remain crucial to set strategy, configure systems, govern risk, and make high-stakes decisions. By shifting routine and analytical work to AI agents, pricing leaders can refocus scarce human skills on higher-value activities. Intent is high, but scale is rare While the vast majority of pricing leaders surveyed expected their organizations to adopt gen AI or agents in pricing during the next one to three years, only approximately 5 to 10 percent today have fully scaled agentic AI across any use case, while an additional 40 to 60 percent of organizations reported they are in the process of scaling. 3 Current adoption patterns reveal a set of emerging maturity horizons rather than a uniform shift (Exhibit 2). The first horizon of more mature use cases in market and competitive intelligence and cost tracking are leading adoption by using existing gen AI platforms. The second horizon of midstage use cases (such as promotion pricing and configuration, quote, and deal pricing 3 McKinsey Agentic AI in Pricing Survey, November 2025 (n = 419). B2B pricing: Navigating the next phase of the AI revolution 3