Generative AI-powered market models can help enterprises automate commercial decisions. Each day, an airline transports tens of thousands of passengers on hundreds of flights. Often these are not straightforward point-to-point routes, with passengers requiring multiple connections. The airline can consider potentially hundreds of variables to price each of these journeys: demand, season, time of day, current events, global markets, and competitor airline activity to name just a few. It is a nuanced process that must constantly adapt to the goings on in the wider world. Generative AI-powered market models are emerging as a means of handling complex tasks like this in real time.

At this turbulent time for the economy, the viability of many companies depends on their commercial efficiency. The huge volume of data they generate is an opportunity to turn this information into knowledge that will help them come up with more efficient and competitive commercial solutions. Decision Making project is being led by UOC researcher and the Falset Marçà Agricultural Cooperative in conjunction with Centre Vinícola del Penedès and the Federation of Agricultural Cooperatives of Catalonia, and is funded by the European Agricultural Fund for Rural Development and the Ministry of Agriculture, Livestock, Fisheries and Food of the Government of Catalonia. According to Xavi Domènech, manager of the Falset Marçà Cooperative and a graduate of Computer Engineering from the UOC, "Companies today amass enough data to be able to take much more calculated commercial decisions than they are generally taking. Personalizing their commercial structure and equipping it with rigorous methods and processes is key to guaranteeing their survival. We believe that supporting this process by introducing the intelligence of analytics can be a differentiating factor."