摘要
Pricing strategies can have a huge impact on a company’s success. This paper focuses on the advantages and disadvantages of using artificial intelligence in dynamic pricing strategies. A good understanding of the possible benefits and challenges will help companies to understand the impact of their chosen pricing strategies. AI-driven Dynamic pricing has great opportunities to increase a firm’s profits. Firms can benefit from personalized pricing based on personal behavior and characteristics, as well as cost reduction by increasing efficiency and reducing the need to use manual work and automation. However, AI-driven dynamic rewarding can have a negative impact on customers’ perception of trust, fairness and transparency. Since price discrimination is used, ethical issues such as privacy and equity may arise. Understanding the businesses and customers that determine pricing strategy is so important that one cannot exist without the other. It will provide a comprehensive overview of the main advantages and disadvantages of AI-assisted dynamic pricing strategy. The main objective of this research is to uncover the most notable advantages and disadvantages of implementing AI-enabled dynamic pricing strategies. Future research can extend the understanding of algorithmic pricing through case studies. In this way, new, practical implications can be developed in the future. It is important to investigate how issues related to customers’ trust and feelings of unfairness can be mitigated, for example by price framing.
Pricing strategies can have a huge impact on a company’s success. This paper focuses on the advantages and disadvantages of using artificial intelligence in dynamic pricing strategies. A good understanding of the possible benefits and challenges will help companies to understand the impact of their chosen pricing strategies. AI-driven Dynamic pricing has great opportunities to increase a firm’s profits. Firms can benefit from personalized pricing based on personal behavior and characteristics, as well as cost reduction by increasing efficiency and reducing the need to use manual work and automation. However, AI-driven dynamic rewarding can have a negative impact on customers’ perception of trust, fairness and transparency. Since price discrimination is used, ethical issues such as privacy and equity may arise. Understanding the businesses and customers that determine pricing strategy is so important that one cannot exist without the other. It will provide a comprehensive overview of the main advantages and disadvantages of AI-assisted dynamic pricing strategy. The main objective of this research is to uncover the most notable advantages and disadvantages of implementing AI-enabled dynamic pricing strategies. Future research can extend the understanding of algorithmic pricing through case studies. In this way, new, practical implications can be developed in the future. It is important to investigate how issues related to customers’ trust and feelings of unfairness can be mitigated, for example by price framing.
作者
Murat Basal
Emel Saraç
Kadir Özer
Murat Basal;Emel Saraç;Kadir Özer(Logistics, Vocational School, Istanbul Gelisim University, Istanbul, Turkey;Department of Business Administration, Institute of Social Sciences, Ostim Technical University, Ostim, Turkey;Department of Insurance, Faculty of Financial Sciences, Ankara Hac Bayram Veli University, Ankara, Turkey)
