I'm really interested in knowing a pricing story where you're seeing a company struggle and maybe even struggle with their AI strategy or where they want to go with AI.

Well, I can think of many, many different stories, but I will pick up one that I did with one of my startups.

before some years because it was a very, very interesting case.

It was a company that was selling mobile applications and multiple different mobile applications.

And they had the same flat pricing for all countries.

They were selling to some richer and poorer countries and obviously with different spending capacity.

They understood that they were leaving money on the table or perhaps they were losing some customers to different price elasticity in different countries, but they didn't know how to handle that.

So George, are these guys going to just take over and has robots and run the whole planet Earth? What do you think in

How do you handle that? Well,

sometimes you can't.

I mean, if half of the revenue goes to one customer and this is just a few transactions per year, then this should be separated.

You can't have them statistically.

There's no way you can do that just with 10 transactions per year or something like that.

But you can definitely optimize the rest of the revenue, which is scattered around different customers and so on and so forth.

There are limitations in using AI.

Very, very