Impact Pricing: Synthetic Data in Pricing: Trust It, Test It, or Ignore It? with Steven Forth (opens in new tab)

Steven Forth is a pricing strategist and AI innovator with decades of experience building value-based pricing models. As the founder of Value IQ, he blends rigorous pricing theory with emerging AI applications—often pushing the boundaries of how pricing professionals think about data, modeling, and buyer behavior. In this episode, Mark and Steven step into another live debate aka ‘intellectual challenge’ about AI-generated synthetic data with real pushback, not polite agreement. They challeng...