About this episode

The episode explores the implications of AI becoming a buyer and how it will affect pricing and value assessment.

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…

People in this episode

Host: Mark Stiving

Guest: Steven Forth

Topics covered

• AI buyers
• value-based pricing
• pricing transparency
• B2B sales
• AI-powered purchasing

Keywords

• AI
• pricing
• value
• B2B
• transparency
• purchasing
• standards

Mentioned in this episode

Organizations: Value Intelligence, The Value Project

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