Description

IN-PERSON AND VIRTUAL EVENT

Date and Time:

Wednesday, October 28, 2026

Agenda:

5:30 pm - Check-in opens + light refreshments

6:00 pm - Presentation by author + interview with moderated Q&A

7:00 pm - Meet-and-greet with author + book signing

Book Synopsis:

How AI is transforming pricing decisions, and what opportunities, challenges, and risks these transformations bring.

Pricing in the Age of AI explores the evolution of pricing decisions, with a particular emphasis on recent advancements. In the age of big data and AI, pricing strategies have undergone a dramatic transformation. For instance, in e-commerce, prices can now be adjusted every few seconds, tailored to individual users or personas, and optimized with precision. This transformation has the potential to disrupt pricing decisions on an unprecedented scale.

Author Maxime Cohen begins by tracing the history and importance of pricing decisions. He focuses on the transformative changes of the past decade, highlighting how big data and AI have upended traditional pricing strategies. He also examines the psychological and behavioral tactics employed to influence consumer behavior through pricing, as well as how recent advancements in AI—and generative AI—are revolutionizing pricing practices, enabling managers to automate, optimize, and personalize decisions at scale. Finally, he discusses the challenges and risks associated with these innovations, including ethical concerns such as anticompetitive practices, consumer protection, and discrimination issues.

About the speaker:

Maxime Cohen is the Scale AI Chair Professor and the Academic Director of the Bensadoun School of Retail Management at McGill University. He is the Chief of AI Strategy of the CIUSSS West-Central Montreal and the Scientific Director of the non-profit MyOpenCourt.org. He was a Visiting Professor of Operations Management and a Shubik Fellow at Yale School of Management. He is also a Scientific Advisor in AI at IVADO Labs, and is actively advising corporations, retailers, and startups on topics related to pricing, retail, and data science. He has collaborated with many companies including Google, Microsoft, Meta, Uber, Waze, Amazon, Expedia, Spotify, Couche-Tard/Circle K, Loblaws, and Canadian Tire and he serves on the advisory board of several startups. His research and teaching have received 40+ awards, including Poets&Quants Best 40-Under-40 MBA Professors, RETHINK Retail’s Top Retail Influencers, MSOM Young Scholar Prize, and Best OM Paper in Management Science.

About the moderator:

Opher Baron is a University of Toronto Distinguished Professor of Operations Management at the Rotman School of Management, University of Toronto and a cofounder and CEO of SiMLQ. He was a visiting associate Professor at the Industrial engineering and Management faculty of Technion (2009/10) and a visiting Professor at the School of Information Management and Engineering, Shanghai University of Finance and Economics (2016/17). He is a Distinguished Fellow at the School of Business Administration at The Hebrew University of Jerusalem (2025/26). Opher served as the Academic Director, MMA Program (2021/23), and the Operations management and statistics area coordinator (2015/21). He has a PhD in Operations Management from the Sloan School of Management at the Massachusetts Institute of Technology, and an MBA and BSc in Industrial Engineering and Management from the Technion.

Event Logistics:

Rotman Events is committed to accessibility for all people. Please contact us no later than 2 weeks in advance of this event if you have any accommodation requirements at events@rotman.utoronto.ca

Cancellation & Refund Policy:

Refunds will only be issued for cancellations received in writing no later than 24 hours prior to the event. Please email events@rotman.utoronto.ca for processing.

Questions: events@rotman.utoronto.ca