Pricing Update: AI, Discounting, and the Future of Value

This week, Ron and Ed deliver a wide-ranging pricing update, exploring the latest thinking shaping both accounting firms and the broader business world. Drawing from recent articles, posts, and commentary, they examine how AI companies like GPT, Claude, and Perplexity are positioning and pricing their offerings, including the growing role of token-based pricing models and what they signal about the future of value measurement. The conversation also dives into the dangers and unintended consequences of discounting, inspired by recent insights from pricing experts in the PPS community. Along the way, Ron and Ed connect these ideas back to accounting firms, professional services, and the practical challenges businesses face when trying to price for value in rapidly changing markets.