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Sebastian Bak is core member of Boston Consulting Group’s leadership team focused on retail and AI. He co-leads pricing globally and has over 15 years of experience working in the intersection of retail strategy with data, advanced analytics, and AI.

Sebastian holds several patents for AI, pricing optimization, and other retail capabilities. He has collaborated with global industry leaders to develop tools and concepts that empower companies, particularly in the retail sector. He has also led and participated in numerous panels and global speaking engagements.

Before joining the firm, Sebastian was a financial analyst for Procter & Gamble, founded two entrepreneurial ventures, and founded of a microfinance institution in Africa.

AREAS OF EXPERTISE

EDUCATION

  • MBA, INSEAD Business School
  • MSc, mechanical engineering, University of Navarra
  • MSc, industrial management, University of Navarra and University of Washington

Publications and Videos

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Inflation Has Changed Consumers. It’s Time to Rethink Pricing.

BCG’s survey research found that spending habits vary significantly depending on the category and demographic. Success for retailers will hinge on precision-driven, data-backed strategies.
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Overcoming Retail Complexity with AI-Powered Pricing

Retailers are increasingly using AI-powered solutions and dynamic pricing models to outperform rivals that rely on traditional tools and approaches.
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Smarter Retailer Promotions for a Saturated Market

Overwhelming consumers with elaborate promotions, discounts, coupons, and loyalty rewards can weaken consumer loyalty, tarnish brand reputation, and suppress new revenue opportunities. Instead, retailers should adopt a streamlined, customer-centric approach.
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The $70 Billion Prize in Personalized Offers

There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.
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Bracing for a Retail Holiday Season Unlike Any Other

Retailers will need frequent and granular data to understand spending shifts across geographies and sectors as infection rates, restrictions, and unemployment rates change.