Generative AI has initiated a broad exploration for innovative use cases. Many software companies have already successfully completed their first proof-of-concept implementations, and these have been well received by end customers. Now they seek to monetize their innovations. But, at what price? How much are customers actually willing to pay? When calculating the business case, generative AI has many moving parts and the consumption based pricing model of the providers creates challenges. Together with Christian Wirth, Optimal Price GmbH, we help you navigate this journey based on the principles of value-based pricing.