Exhibit 3 Correcting this mismatch will likely become more important. More than 55 percent of organizations plan to allocate more than 30 percent of their pricing technology budgets to agentic AI during the next one to three years, up from just 12 percent today. Barriers to value evolve based on levels of AI maturity More than 50 percent of respondents cited data quality and availability as well as integration complexity as the most common barriers to realizing the potential of agentic AI in pricing (Exhibit 5). More than 60 percent of early-stage respondents said they struggle with incomplete, inconsistent, or siloed data and systems, slowing implementation and hampering ROI realization. As companies move beyond experimentation, the obstacles evolve. Nearly 50 percent of firms that attempt to scale gen AI and agentic AI cite struggles with change management and accuracy as top issues. Close to 60 percent of adopters with high AI performance are most B2B pricing: Navigating the next phase of the AI revolution 6