Signal Zara runs continuous competitor-tracking dynamic pricing

Summary

Capgemini explains that setting the best prices across Zara's worldwide product range is a complex task. To handle it, Zara uses AI pricing algorithms that monitor competitors' prices continuously. These allow it to adjust prices dynamically in real time. The aim is to stay competitive in the market while giving up as little profitability as possible. The report presents the case in its discussion of building fairness into pricing logic, noting that as AI agents take over price comparison, dynamic pricing becomes necessary for most organizations.