In Argentina, the price continues to be a decisive variable for retail, with direct impact on customer perception and profitability. In a context of more informed and demanding consumers, defining the appropriate value for each product ceased to be an operational task and became a strategic decision based on data.

According to the report “The impact of AI in retail 2025” prepared by Globant, the adoption of artificial intelligence in different industries continues to accelerate: 72% of companies already integrate AI into at least one business function, up from 55% the previous year (2024). In retail, AI, machine learning and advanced data analysis allow adjust prices dynamically according to variables such as:

• Sales channel
• Inventory and rotation
• Seasonality
• Competence
• Location
• Consumer behavior
• Sales team performance

Both local and multinational companies apply automated models that update values in the online channel or segment them by store and customer profile at the physical point of sale, in addition to optimize promotions to boost demand.

“The focus is on supporting retailers in one of the most sensitive challenges of the business: defining at what price to sell each product”, says Martín Malievac, director of Research and Development at Napse, who emphasizes that pricing became a strategic axis and that In 2026 the bet will be to optimize prices and promotions to enhance results. On that line, add: "We use artificial intelligence to develop products and perform repetitive tasks. This improves efficiency in pricing, shipping and inventory management". In this scenario, Napse solutions allow you to configure pricing rules according to multiple variables and provide real-time information to the sales team. The professionalization of pricing, supported by technology and reliable data, is thus consolidated as a key factor to sustain and grow in an increasingly competitive market.