Bubo.AI is an AI-driven willingness-to-pay based price optimization solution for B2B businesses, initially focussing on wholesalers and distributors. Their technology identifies the optimal price a customer will pay for a product on a given day, having built algorithms incorporating ~50 internal and external parameters such as historical prices and volumes, seasonality, distance from customer, competitor and the profile of a customer. The latest case study showed gross margin improvement of 19% in 8 weeks.