Which categories face the steepest risks, and how can pricing or promotions be recalibrated without driving customers away? Companies that can surgically optimize pricing and promotions are best positioned to maintain both market share and profitability. AI also helps pinpoint customer cohorts that are most at risk of defecting under price pressures. Tariffs are just the latest chapter in a world defined by shocks such as pandemics, raw-material crunches and geopolitical standoffs. They’ll be the ones that reacted to today’s turbulence to become leaner, faster and more intelligently aligned with customers and markets, no matter what comes next.