Exhibit 2 survey respondents expressing a moderate to high likelihood of realizing workforce efficiencies of anywhere from 10 to 30 percent (Exhibit 3). More distinctively, pricing stands out among enterprise functions for its ability to deliver both efficiency and effectiveness gains: More than 50 percent of leaders expect agentic AI to reduce effort while improving commercial outcomes. Beyond cost savings, agentic AI in pricing can directly enhance financial performance through improved realization, higher win rates, reduced leakage, and larger deal sizes—a combination few other functions can match. Investments skew toward ‘easy to start’ use cases, with higher ROI use cases underfunded Despite this potential, however, investment remains skewed toward easier analytical use cases such as market intelligence and cost tracking. High-impact yet governance-heavy areas such as discount approval and renewals are deprioritized when it comes to funding (Exhibit 4). That budget alignment improves productivity but not growth. B2B pricing: Navigating the next phase of the AI revolution 5