Currency fluctuations, supply chain disruptions, competitive pricing moves, global policy shifts, and customer demand trends—these market factors are not only hard to discover, but they also change moment to moment. Demand patterns that took months to develop can reverse in days. A competitor’s flash sale, a weather event, or a change in travel restrictions can trigger cascading effects across thousands of markets. Once your team analyzes last night’s data, this morning’s opportunities may have already vanished.
Modern sales teams face unprecedented complexity. They must navigate huge product catalogs and complex customer relationships while responding to buyers who are more educated than ever. Every purchasing decision has an expiration date measured in hours or even minutes—not quarters. To keep pace, your employees can’t rely on historical patterns or manual analysis alone.
Digital teammates never miss a signal
For organizations navigating market volatility, AI agents are emerging as essential partners that can detect, analyze, and respond as fast as the market evolves, unlocking revenue opportunities that were previously impossible to capture. They’re helping companies outthink and outpace the market to outperform.
These agents interpret thousands of market signals simultaneously. They’re digital colleagues that observe, reason, and act independently to achieve defined business goals and help position every team member for success.
“Consider all the factors in your business that change constantly and often in ways that you can’t predict. Is your team aware of all these changes?” asks Sunil John, Chief Product Officer at PROS. “And are they aware of how they need to adapt their commercial decisions to reflect these changes?”
AI agents excel at processing vast amounts of real-time data and identifying patterns. They can synthesize information across existing CRM, ERP, and pricing systems, including product catalogs, pricing rules, inventory levels, and customer history. They can also monitor market conditions continuously, flagging opportunities and threats as they emerge.
“You can think of an AI agent as just another member of your team,” explains Jeff Cotten, President and CEO of PROS. “It can complete business tasks on your behalf, guide you through workflows, provide quick access to the collective knowledge of all your peers, and even help you negotiate contracts.”
If demand for US-bound travel suddenly drops, for instance, AI agents can immediately recommend a plan of action.
“An AI agent spots this shift in real time and automatically adjusts the right strategies to align with the new demand pattern,” explains Ajay Damani, Executive Vice President of Engineering at PROS. The agent can even specify exactly when pricing strategies should start, how long they should run, and at what magnitude—complex decisions that would typically require hours of analysis.
Agents handle complexity, humans build connections
“Sales reps would probably tell you that they spend anywhere from 40 to 70 percent of their time on admin work,” notes Cotten. “That’s time not spent understanding market dynamics, building relationships, or negotiating deals. If reps have an autonomous AI agent that does most of that admin work for them, then they can spend their time thinking, ‘How am I going to close that deal? Who do I need to persuade and what matters to them?’”
Unburdened by administrative tasks, sales reps can focus on understanding customer priorities while their team of AI agents handles the complex tasks of determining product configurations, product mix, optimized pricing, and possible rebate incentives.
A sales catalog with thousands of SKUs across multiple product categories, configurations, and price points would be virtually impossible for any individual to master. But AI agents do this easily. Using natural language, a rep can collaborate with an AI agent to fashion an instant, accurate quote tailored to a customer’s specific needs.
This works because modern AI agents combine two types of intelligence: numerical models and large language models. “For every offer that’s made, your customers are looking not only at the offer and what the products are, but the precision of the numbers,” John explains. The language models understand what the customer needs, while the numerical models optimize every price point for both competitiveness and profitability.
Giving sales reps timely and accurate information on products and customers helps them close deals before customers lose interest. Customers can also interact directly with AI agents—at any time—to modify requirements and get an updated quote while sales reps monitor and guide the interaction. This keeps them engaged. Both parties see the same information updated instantly, eliminating the time lag that can kill deals.
Autonomous agents amplify results
Every AI agent is designed to adhere to specific business rules that remain constant even as tactics adapt to market conditions. For revenue management, that might mean maintaining yield while adjusting prices to absorb demand shocks. For sales, that might mean making offers competitive while protecting margins.
Guided by these business rules, AI agents continuously adapt to patterns across multiple variables. A rebate agent, for example, doesn’t just set incentive programs and wait. It monitors performance, adjusting programs in real-time based on market response, competitive actions, and inventory levels.
The scale of this adaptability is unprecedented. Where a category manager might update rebate programs quarterly, an agent can adjust them daily—or hourly if market conditions warrant.
“This is really how sales productivity will scale from 1x to 10x to 100x,” Damani emphasizes. “It’s not just about doing the same things the same way but faster—it’s about operating at a scale and speed that outpaces the market.”
AI agents don’t replace human judgment, they amplify it. Junior employees can perform like seasoned veterans, and veterans can multiply their impact exponentially. Alone, a human analyst might optimize pricing for 10 markets. With an AI agent, they can monitor 100 or more. Reps can spend more time on customer interactions to accelerate close rates.
“Imagine an autonomous teammate that’s monitoring open offers in real time. It identifies the ones that are ready to convert and surfaces those offers that are high impact with clear and prioritized actions,” Damani suggests.
The benefits of agentic AI extend beyond individual productivity gains, however. “Every employee now becomes a leader,” says John. “Teams are always stronger than individuals on their own. Now imagine a world where everyone has a team of agents.”
Companies that master AI adoption will continuously outperform
Deploying AI agents won’t make you just incrementally faster—you’ll compress hours of work into minutes.” Moreover, you’ll give every person the power of a team and the insights of your best performers.
If a negotiator can pick up the phone armed with the best possible proposal based on the latest intelligence, she can close the call with a closed deal. If a customer visits a website and gets exactly what he’s looking for at the best possible price, he’ll accept that offer in just a few clicks.
In volatile markets, the biggest or strongest companies don’t have the advantage—the fastest and most agile do. When your company can detect and respond to volatility in minutes while competitors take days or weeks, you build an advantage to outperform everyone else.
Learn more about PROS Agentic AI at pros.com/ai-agents, or watch Outthink, Outpace, Outperform to hear more and see agents live in action.
