Episode
How to Price When AI Becomes Your Buyer with Steven Forth
- Podcast
- Impact Pricing
- Published
- Jun 22, 2026
- Duration seconds
- 1661
- Processing state
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- https://impactpricing.libsyn.com/how-to-price-when-ai-becomes-your-buyer-with-steven-forth
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Summary
Steven Forth is the founder of Value Intelligence (ValueIQ) and a longtime leader in value-based pricing. He is also a co-creator of The Value Project, an open-source initiative focused on creating standards for value and pricing models that both humans and AI can understand. Steven Forth is back on the podcast—and as usual, he and Mark waste no time diving into a topic that feels a little futuristic, a little controversial, and a lot important: What happens when AI becomes the buyer? This is another thoughtful debate where Steven's vision for AI-powered buying collides with Mark's 'healthy' skepticism. If you've ever wondered how pricing, value, and buying decisions will evolve in an AI-driven world, this conversation offers a fascinating glimpse into what comes next. Why You Have to Check Out Today's Podcast: Discover how AI buyers will evaluate vendors and why companies that don't provide structured pricing and value data may be ignored—or worse, misrepresented by AI systems. Learn why pricing transparency may become unavoidable as AI agents increasingly compare solutions, estimate costs, and evaluate alternatives on behalf of buyers. Understand the emerging infrastructure behind AI-powered purchasing and how open-source value and pricing standards could reshape the future of B2B sales. "If you don't want the AI to hallucinate about your company, you should give it the data it needs to do its job." – Steven Forth Topics Covered: 02:00 – The Foundation for AI Buyers.Why AI needs standardized pricing and value data before it can make buying decisions. 04:00 – Pricing Models AI Can Actually Understand. Why pricing is more than a price list—and how AI could calculate costs across vendors automatically. 05:30 – Will AI Ignore Your Company?. The risk of missing or unstruc…