CREDIT: MIKE COPPOLA VIA GETTY IMAGES environments, from manufacturing supply chains to retail management. Rather than squeezing for maximum short-term revenue, AI can help to stabilise operations, augment decisionmaking and help organisations respond appropriately to volatile market demand.
Across enterprises – which are increasingly struggling with volatile supply chains, spending shifts and price competition – dynamic pricing powered by AI is emerging as an effective solution. In a web article from April 2026, the prominent consulting firm McKinsey explained that pricing is moving from human-led processes supported by analytics to AI-orchestrated systems capable of using analytical insights at greater scale and consistency with human oversight.
To discuss this, we spoke with Cathie Hall, Chief Product and Customer Officer at IFS. She leads all aspects of IFS’ s customer-facing services organisation, providing consulting, success, cloud and support services, which enable customer transformations. She says her role is focused on ensuring technology
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