Stop Asking AI "What Should I Charge?" with George Boretos

**George Boretos** is the founder and CEO of FutureUp, where he helps companies uncover hidden revenue and margin opportunities through AI, predictive analytics, and pricing science. In this episode, he explains why AI can't simply tell you what to charge, how machine learning can uncover pricing opportunities, and why competitor pricing data can sometimes make your model worse.   **Why You Have to Check Out Today's Podcast:** - Learn where AI actually helps pricing from price optimization and segmentation to uncovering underpriced customers. - See why more data isn't always better. - Discover what your sales data can reveal about willingness to pay, price variation, and hidden revenue opportunities.   ***"Don't use AI to actually get specific pricing directions and price point suggestions. Don't follow it blindly."*** — George Boretos    **Topics Covered:** 00:00 – Why "What Price Should I Charge?" Is the Wrong AI Prompt. Why general-purpose AI lacks the context and pricing intelligence to set your price. 03:30 – Where AI Can Actually Improve Pricing. How AI can support optimization, segmentation, packaging, and tiering. 06:30 – Why There's No Single "Right" Price. Why pricing requires different methods for different businesses. 09:00 – The Pricing Data AI Needs. Why transaction volume isn't enough without price variation. 12:00 – What Win/Loss Data Reveals. How won and lost deals can reveal win probability and market exposure. 14:30 – Finding Customers You're Undercharging. How price differences can uncover segments and pricing patterns. 17:30 – When Competitor Data Hurts Your Model. Why adding competitor pricing data can actually make a model worse. 20:30 – Why Market Indicators Can Matter More. How market trends can sometimes explain pricing better than competitors. 23:00 – Why Companies Ignore Pricing. Why simply caring about pricing can unlock major margin opportunities. 25:00 – Pricing Strategy vs. Execution. Why the best pricing strategy still needs strong execution to work.   **Key Takeaways:** *"Use AI as a tool... Don't use it to actually get specific directions, specific price point suggestions."* — George Boretos  *"Pricing is a great differentiator. It can move mountains, it can increase margins, revenue, everything."* — George Boretos    **Connect with George Boretos:** - Linkedin: https://www.linkedin.com/in/georgeboretos/   **Connect with Mark Stiving:** - LinkedIn: https://www.linkedin.com/in/stiving/ - Email: mark@impactpricing.com