The primary objective of this study is to conduct an extensive examination on the impact of artificial intelligence (AI) pricing on consumers' level of price knowledge. This analysis will explore into various aspects such as the different dimensions of price knowledge, factors that influence it, and the potential consequences it may have. The implementation of AI acts as a stimulus in this context, further influencing consumers' perception and response towards pricing strategies. Therefore, understanding how AI pricing influences price knowledge can offer valuable insights into consumer behavior and preferences.
This research reviews existing literature on price knowledge, exploring different elements that influence its formation, such as demographic characteristics, personal experiences, and information sources. Additionally, it investigates the impact of price knowledge on consumer behavior, perception of brands, and purchase intention. Moreover, it also provides an understanding of how artificial intelligence is being utilized in different industries.
Participants in the study were exposed to different pricing mechanisms across various product categories. The research used a quantitative method and collected survey data in Indonesia. The results indicate that individuals highly value reputable and reliable brands, which significantly impacts their decision nmaking process. Trust is crucial when considering well-known brands, as people prioritize dependability. Consumers are more inclined to choose a brand with an established reputation and track record of reliability, as it builds confidence and trust. They also prefer brands or stores that utilize AI technology for price setting, especially if they offer a wide range of products. However, many individuals have limited knowledge about price determination and influencing factors. This research highlights the importance of enhancing price knowledge as a marketing strategy.
This research enhances existing knowledge by exploring the complex nature of price knowledge. It helps marketers design effective pricing strategies and communication tactics that match consumers' understanding of prices. It also establishes a basis for future studies in consumer psychology and pricing dynamics.

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