hundreds of thousands of weekly price changes. Human teams reviewed and approved the changes over the following month before deployment. More than 1,000 sales consultants were equipped with not only new prices but also clear, defensible language to explain those prices in customer conversations. The result was a total margin uplift exceeding 250 basis points, achieved through a combination of analytic rigor and agentic speed—along with a pipeline of more than 15 additional ideas for further value creation. Agentic AI can rapidly unlock incremental value on top of strong analytical AI and data foundations, compressing value realization from years to weeks. For pricing leaders, the opportunity is no longer theoretical. The question now is how fast they choose to act. Brian Elliott is a senior partner in McKinsey’s New Jersey office, where Nidhi Bagri is an associate partner; Nicolas Magnette is a partner in the Luxembourg office; Shamik Bandyopadhyay is a partner in the Dallas office; and Matt Cherry is an associate partner in the New York office. The authors wish to thank Gayathri Gururajan and Sheri Zhang for their contributions to this article. Copyright © 2026 McKinsey & Company. All rights reserved. B2B pricing: Navigating the next phase of the AI revolution 12