Embodiments regard pricing operation using artificial intelligence for price adjustment. An embodiment of one or more mediums include instructions for receiving a request at a pricing platform for pricing of sales items in a sales transaction, including a first sales item; generating a price for the first sales item; and determining whether a dynamic price adjustment function is enabled for the first sales item, and, if so, performing the dynamic adjustment price function for the first sales item, including accessing a trained neural network trained for price adjustments based at least in part on training data including news data from one or more sources and data regarding pricing, receiving a dynamic price adjustment for the first sales item from the trained neural network, and applying the dynamic price adjustment to the generated price to produce an adjusted price for the first sales item.