CREDIT: FIFA
FIFA’ S DYNAMIC PRICING
In another high-profile example of dynamic pricing, prices were set initially at US $ 575 a ticket for group games in the FIFA World Cup 2026- more than double the most expensive group ticket available during the 2022 tournament- but FIFA’ s dynamic pricing system meant that many ticketholders paid far more, as Reuters reported. Some ended up being priced at little more than US $ 7,000 on FIFA’ s platform, a surprise fact that prompted speculation over whether FIFA had finally gone too far with its prices. say that their organisations are at least experimenting with AI agents. But for many, the ROI isn’ t there yet. Turning AI momentum into measurable returns remains limited – just 7 % of leaders report establishing ROI, according to KPMG’ s Q2 Global AI pulse survey.
Cathie builds on this idea; she says the most important metrics are those that demonstrate business value – rather than simply measuring AI adoption.“ Organisations should start by defining the outcomes they want AI-driven dynamic pricing to deliver,” she says.“ Whether that is improving decisionmaking, increasing operational efficiency, responding faster to changes in demand,
80 September 2026