How AI Can Inform Rental Car Pricing

Artificial intelligence is reshaping car rental revenue management, but not in the way many expect. AI does not change what the right price is. Market fundamentals such as demand, supply, inventory, competition, and timing still determine pricing outcomes. What AI changes is the process used to consistently and efficiently arrive at those prices at scale. Drawing on more than two decades of industry experience, this session places today’s AI conversation in historical context, showing how progress in car rental pricing has always come from improving process rather than redefining pricing theory. The discussion highlights where AI delivers real value, where human judgment remains essential, and why the future of revenue management is best described as process, not price. Speaker: Michael Meyer, Rate Highway