Professor Maxime Cohen’s new book decodes how AI is rewriting the rules of pricing
For decades, pricing was one of the most closely guarded - and most static - decisions a business could make. Today, artificial intelligence is changing that in real time.
In his new book, Pricing in the Age of AI, Maxime Cohen, Scale AI Chair Professor at McGill University and Academic Director of the Bensadoun School of Retail Management, examines what happens when businesses gain the power to adjust and personalize prices instantly, and what that shift means for everyone on the other side of the transaction.
The book will be unveiled publicly for the first time at ALL IN in Montreal, ahead of its official publication by MIT Press on September 29, 2026. Prof. Cohen will discuss it during a press conference at ALL IN‘s Scale AI Studio on September 17, where he‘ll speak with journalists about the real-world implications of AI-powered pricing for businesses, consumers and regulators alike.
Drawing on academic research and real-world applications, Pricing in the Age of AI explores the opportunities and risks created as big data, machine learning and generative AI reshape how organizations set prices, including what these technologies mean for competition, consumer protection and discrimination.
“AI is changing not only the tools companies have at their disposal, but also how they approach fundamental decisions such as pricing,” says Prof. Cohen. With “Pricing in the Age of AI, I hope to help leaders understand what these technologies make possible and how they can use them responsibly to create value for their organizations and their customers.”
The book reflects the same territory Prof. Cohen has spent his career mapping. His research sits at the intersection of pricing, data science, AI, retail and operations, and at McGill, it consistently bridges rigorous academic work with the practical realities organizations face as they try to make faster, smarter decisions with data and AI.
Pricing in the Age of AI is now available for pre-order, ahead of its official release by MIT Press on September 29, 2026.
The official press release is available for download below.
