GenAI has unleashed a wave of innovations that are transforming B2B software. Agents, copilots, service as software, generators ... there is a lot happening. GenAI itself has opened new ways to price new applications.

In this session we will look at how established approaches to pricing can be used to price innovations and explore some emergent approaches that are changing how we think about pricing.

Steven Forth is CEO and co-founder of Ibbaka, a value based pricing and customer value management software platform that has been rebuilt on genAI approaches, forcing it to reimagine its own pricing!

Steven gives Master Classes on pricing with the SV VC PeakSpan Capital and led research into emergent patterns for value, packaging, pricing and billing of agents with the SaaS billing leader Maxio. Insights from that research will be shared in the session.

You will leave the session with a framework for how to price innovations and how to use generative AI in that work.