AI and dynamic pricing are transforming traditional pricing strategies and expanding rapidly. In a subtle and clever game, algorithms analyze your behavior and preferences to determine the exact price you are willing to pay. It's no longer just the big companies controlling the board; now, the power lies in a complex network of data that watches your every click. Are you ready to challenge the established rules and uncover the secrets of the powerful game of dynamic pricing?

In this keynote, we will analyze how different machine learning algorithms meticulously analyze your behavior, preferences, and personal data to infer the exact price you are willing to pay to maximize business profits. Should I make an offer to my customer to prevent them from canceling their subscription, or should I keep increasing the price because they will never cancel it? Should I sell this product at a higher price or discount it because, otherwise, they wouldn't buy it?

Different approaches to dynamic pricing will be addressed, ranging from traditional techniques based on elasticity calculations through classical Machine Learning algorithms to less known but equally useful techniques such as Bayesian approaches or reinforcement learning systems through contextual bandits.