Retailers see Agentic AI as critical for pricing, but lack plans
Most retailers think agentic AI will be a necessary component for competitive pricing, but preparations lag awareness.
Two-in-three (67%) retailers expect to increase their investment in artificial intelligence technologies during the next two years. And nearly one-in-three retailers surveyed for a new research study conducted by Chain Store Age for Revionics, an Aptos company, anticipate a significant increase. No respondents foresee a decrease in investment.
Agentic AI looms large
Two-in-three respondents said that the use of AI agents for pricing will be essential to staying competitive by 2030. But while the majority of respondents say agentic AI is critical, only 21% have a clear roadmap for it.
"The next pricing frontier is agentic AI,” said Matthew Pavich, senior director, strategy & innovation, Revionics. "While retail executives agree that AI agents are key to future success, our report highlights a readiness gap. This is where strategic partnership becomes critical."
Top pricing priorities
Respondents cited their desire to "drive revenue growth," "increase profit margins" and "enhance customer loyalty" when asked to name their most important pricing priorities.
When asked about their top pricing challenges, respondents most often mentioned "consumers are more price sensitive," "keeping up with the impacts of inflation / tariffs / cost increases" and "increased pricing aggressiveness from competitors."
[READ MORE: EXCLUSIVE: Inflation puts a damper on holiday shopping]
AI pricing technology pays off
Respondents using AI for pricing cited a number of benefits, including "greater operational efficiency," "better alignment with broader business goals," "improved margins" and "faster response to competitor and market changes."
"The complexity retailers face today — from heightened consumer price sensitivity and rising costs to relentless competitive aggression — is simply too great for traditional, manual pricing methods to manage," said Pavich. “In the retail sector, we’re seeing a clear shift: The market leaders are moving away from legacy pricing practices and adopting AI price optimization to secure both their margins and customer loyalty.”
Chain Store Age surveyed 98 retail professionals Sept. 13-29, 2025, to understand both the current use and planned adoption of AI in pricing.
To download the Chain Store Age survey, “Retail Pricing Gets Smarter: Benchmarking AI Adoption and the Rise of Agentic,” click here.
