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Join us for the launch of Pricing in the Age of AI by Maxime Cohen.
AI is transforming pricing decisions, and with it comes a new set of opportunities, challenges and risks. Pricing in the Age of AI traces the evolution of pricing from traditional approaches to today's AI-powered strategies, showing how big data, machine learning and generative AI are reshaping the way organizations set prices. Pricing decisions can now be adjusted in real time, personalized to individual consumers, and optimized at a scale never before possible. Drawing on the behavioural principles underlying modern pricing, Maxime explores how AI enables managers to automate and enhance pricing decisions, while confronting the ethical, legal and societal challenges these innovations raise, including concerns around competition, consumer protection and discrimination. Ultimately, the book argues that AI isn't just changing how prices are set, but redefining the role of pricing itself, calling on organizations to balance profitability, fairness and consumer trust. Come hear it from the author himself.
The first 30 attendees through the door will receive a complimentary copy.
Event Details
- Wednesday, October 28, 2026
- 3:45 pm – 4:45 pm ET
- SmithToronto, Classroom 174
- Snacks & refreshments provided
Keynote Speaker
Maxime Cohen is the Scale AI Chair Professor and the Academic Director of the Bensadoun School of Retail Management at McGill University. He is the Chief of AI Strategy of the CIUSSS West-Central Montreal and the Scientific Director of the non-profit MyOpenCourt.org. He was a Visiting Professor of Operations Management and a Shubik Fellow at Yale School of Management. He is also a Scientific Advisor in AI at IVADO Labs, and is actively advising corporations, retailers, and startups on topics related to pricing, retail, and data science. He has collaborated with many companies including Google AI, Microsoft, Meta, Uber, Waze, Amazon, Expedia, Oracle Retail, IBM Research, Via, Spotify, Aldo Group, Couche-Tard/Circle K, Loblaws, Canadian Tire, L'Oréal, and Staples, and he serves on the advisory board of several startups. His research and teaching have received 40+ awards, including Poets&Quants Best 40-Under-40 MBA Professors, RETHINK Retail’s Top Retail Influencers, MSOM Young Scholar Prize, and Best OM Paper in Management Science.
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