Specific features of dynamic pricing and price personalization in the activities of russian retailers based on the use of Big Data and AI-solutions

The relevance is due not only to the need for businesses to adapt to rapidly changing conditions, but also to the growing consumer interest in personalized offers. According to research, more than 70% of consumers prefer to receive individual discounts and offers that meet their expectations and preferences. Hence, there is a need for a deep understanding of dynamic pricing technologies, as well as an assessment of their impact on consumer behavior and financial performance of companies. The purpose is a comprehensive analysis of the implementation of dynamic pricing technologies in Russian retailers, with an emphasis on the impact of the use of Big Data and AI analysis technologies on pricing ideas and practices. Objectives: to study existing dynamic pricing technologies; to analyze the successful experience of implementing these technologies in Russian retailers; to assess their effectiveness and possible risks. Methodology . The article discusses the practical foundations of the introduction of dynamic pricing and personalization of prices in retail, presents the specifics of big data analysis and the use of artificial intelligence. Results . In retail, the personalization of offers for customers is becoming increasingly important today, which has become a reality thanks to advances in artificial intelligence and the processing of large amounts of information. These innovations give companies the opportunity to study consumer needs more deeply and form an individualized interaction. Conclusions . The introduction of a flexible pricing system in corporate policy requires a comprehensive analysis covering both the economy and public interests. In the context of the increasing importance of sustainability principles, companies are required not only to increase profits, but also to assess the social and environmental impact of their activities.