DYNAMIC PRICING: HOW TO CHANGE THE COST IN REAL TIME AND NOT LOSE TRUST

<jats:p>The article examines the essence of the category of dynamic pricing in the context of digital transformation and the rapid development of e-commerce. It analyzes the evolution of pricing approaches from traditional cost-based models to modern adaptive systems that rely on real-time data, consumer behavior, and market signals. Special attention is paid to the role of price automation, analytical platforms, and artificial intelligence algorithms in the process of pricing decision-making. The study highlights the importance of Big Data technologies in improving demand forecasting accuracy and enabling the development of personalized pricing strategies tailored to individual customer segments. Furthermore, the paper explores how dynamic pricing influences key business performance indicators, including revenue growth, conversion rates, and customer lifetime value. The integration of competitor monitoring tools and demand elasticity analysis is considered as a critical factor in building flexible and responsive pricing policies. The research also emphasizes the growing importance of algorithm-driven pricing systems, which allow companies to adjust prices dynamically based on fluctuations in demand, competitive landscape, and inventory levels. At the same time, the article outlines several challenges associated with the implementation of dynamic pricing models. These include issues related to transparency, ethical considerations of personalized pricing, and potential negative impacts on customer trust and loyalty. The findings suggest that excessive price variability or lack of transparency may lead to reduced customer satisfaction and long-term reputational risks. Overall, the study concludes that the successful application of dynamic pricing requires a balanced combination of technological infrastructure, data analytics capabilities, and strategic customer relationship management. Companies that effectively integrate these elements are more likely to achieve sustainable competitive advantages in the digital marketplace and improve their operational efficiency in a rapidly changing environment.</jats:p>