Exhibit 5 Enabling a generational shift in pricing As the analysis of the barriers to value makes clear, capturing value from agentic AI in pricing is about much more than technology. Leaders should focus on the following four steps. 1. Establish momentum with early wins The most effective starting point for building support is to pilot a meaningful use case that delivers rapid impact, such as more margin uplift, faster quote-to-deal cycles, or improved pricing consistency. Select an initial use case through a clear ROI assessment, and aim for measurable impact within three to six months. The choice of pilot should be guided by data and systems maturity. B2B pricing: Navigating the next phase of the AI revolution 8